BOWERS & WILKINS + MCLAREN
Pi8 & Px8
Where Sound Meets Speed
When two titans of precision and performance, Bowers & Wilkins and McLaren, collaborated on the new 'McLaren Edition' Pi8 and Px8 headphones, they partnered with Unorthodox to help them create a suite of assets that would capture their shared DNA of design excellence and engineering mastery.
The Challenge: Fusing Sound, Speed, and Quality
Working closely with the Bowers & Wilkins marketing team, we were tasked with developing the entire creative vision from the ground up.
The goal was to produce a visual celebration that seamlessly merged the worlds of high-fidelity sound and elite automotive performance.
A full-service scope of works that spanned concept, direction, production, post-production, and final delivery. Of a multi platform series of online, social and press assets to bring this iconic headphone series to life!
Precision Under Pressure
The production phase demanded absolute precision. We were challenged to capture compelling content with McLaren's top drivers, with just one catch, 'you have a total of just 30 minutes with each of them'!
Our strategy?, firstly we divided each 30-minute segment into high-efficiency windows:
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High-End Stills Photography (10 Minutes): Focused, controlled shooting for brand imagery.
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Hero Film Production (10 Minutes): Capturing cinematic moments for the main advert.
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Social Editorial Interviews (10 Minutes): Rolling a 10-part editorial series of quick-fire content getting under the hood of each of the drivers personalities.
Key Deliverables
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X2 Hero Videos : Two distinct flagship videos tailored for different global markets (one with Voiceover, one without).
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X10 high-end product shots for use across website and online advertising channels.
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X10 part series of short-form editorial interviews focusing on both Lando Norris and Oscar Piastri.
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Optimized Cutdowns: All relevant cutdowns of the Hero Videos were delivered in formats including 1x1, 9x16, and 16x9, enabling instant distribution across all digital platforms.
