Overview:
Ferrari’s iconic exclusivity has always fueled desire, but in a culture driven by interactivity and personalization, that same exclusivity risks alienating younger generations. While collectors treasure Ferrari’s legacy, emerging audiences want to participate in the story, not just admire it from a distance. I used AI as a creative tool to help me explore and refine messaging and generate visual mockups that brought my proposed campaign to life.
Art Direction | Copyright | Design
Art Made By You
The campaign positions Ferrari as the ultimate luxury car and a canvas for creativity, sending exclusive PR boxes with VR goggles to select tastemakers and influencers. Recipients can design and race their own Ferrari in VR, sculpting bodylines and choosing finishes across iconic tracks, creating a shareable, aspirational experience. By showcasing these experiences on social media, the campaign amplifies desire and turns Ferrari into an interactive dream for a wider audience.
PR Box:
Open PR Box:
VR Goggles:
Inside goggle views:
