Maserati
Refreshing the Maserati brand for the first time in 40 years.
The Task
Make Maserati the most audacious Italian car brand in the world.
The Ambition
How do we inject more [momentum, drama, passion, relevance, sprezzatura] into the Maserati brand. We needed an edge to usher in a new creative renaissance for Maserati, a visceral side step in the luxury category that disrupts the tropes. Creating a brand that is daring, tasteful, primal, passionate and timeless.
The Task
Make Maserati the most audacious Italian car brand in the world.
The Ambition
How do we inject more [momentum, drama, passion, relevance, sprezzatura] into the Maserati brand. We needed an edge to usher in a new creative renaissance for Maserati, a visceral side step in the luxury category that disrupts the tropes. Creating a brand that is daring, tasteful, primal, passionate and timeless.
