AlfaRomeo

Build excitement for the launch of a car so classified that you're not allowed to show it? This was the challenge we faced promoting Alfa Romeo's much anticipated new supercar. With limited funds, minimal time and every detail of the project under embargo, we needed to think well outside the box in order to engage with car journalists (and eager 'Alfistis') to build momentum leading to the launch.

In an audacious world first, we gave journalists the interactive task of predicting our supercar's design, then brought those predictions to life using AI image technology. The resulting images were then shared with our journalists, giving them something tangible to write about, and creating an entirely new conversation regarding the project. We then extended the concept to our wider audience, generating hundreds of unique designs and images for use in the campaign, whilst building worldwide anticipation along the way.