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
Reframes Ferrari not only as the ultimate luxury car but also as a canvas for creativity. This hyper-luxury VR campaign invites select tastemakers, influencers, and dreamers to design and race their own Ferrari, blending bespoke customization, adrenaline-fueled racing, and the artistry of Fernando Masi.
The Experience:
Participants receive a limited-edition PR box, a collector’s piece in itself, crafted with Italian leather and adorned with Fernando Masi’s Ferrari inspired art. Through VR, users shape their own Ferrari, from sculpting bodylines to selecting paint finishes, within authentic design parameters. They then test-drive their creation across dreamlike tracks: Monaco, neon-lit Tokyo, or coastal sunrises.
Participants receive a limited-edition PR box, a collector’s piece in itself, crafted with Italian leather and adorned with Fernando Masi’s Ferrari inspired art. Through VR, users shape their own Ferrari, from sculpting bodylines to selecting paint finishes, within authentic design parameters. They then test-drive their creation across dreamlike tracks: Monaco, neon-lit Tokyo, or coastal sunrises.
Where It Lives:
The campaign launches with exclusive invitations for Ferrari owners, influencers, and motorsport icons, showcased at Ferrari’s most prestigious global stages; Pebble Beach, Geneva Motor Show, Ferrari Cavalcade, and luxury pop-ups, before expanding digitally through creators in fashion, motorsport, and tech.
The campaign launches with exclusive invitations for Ferrari owners, influencers, and motorsport icons, showcased at Ferrari’s most prestigious global stages; Pebble Beach, Geneva Motor Show, Ferrari Cavalcade, and luxury pop-ups, before expanding digitally through creators in fashion, motorsport, and tech.
Impact & Vision:
Relevance for a New Generation – Turning Ferrari into an interactive experience rather than a distant aspiration.
Cultural Influence – Leveraging VR storytelling to make Ferrari part of conversations in luxury, art, and digital innovation.
Future Growth – Inspiring the next wave of collectors and ultra-luxury consumers.
The Dream:
Everyone dreams of a Ferrari. With Art Made By You, they can finally create one.
Everyone dreams of a Ferrari. With Art Made By You, they can finally create one.
