McLaren GT

The McLaren GT launch needed to build awareness and capture the appeal of a grand tour: an extraordinary car, open roads and destinations worth travelling for. The challenge was to bring that expansive world into a mobile-first advertising environment, where space is limited and the next scroll is always close.

Designing for mobile meant thinking about what someone could take in at a glance, and what would make them stay to explore. The car needed to remain the focal point within a small screen, with clear framing and a simple visual hierarchy. Touch became part of the storytelling: scrolling through a landscape or revealing the car through a change in light gave people a direct way into the campaign.

A full-day immersive creative workshop with McLaren helped shape the direction. From there, I art directed a series of interactive units around the gestures people already use on their phones. Each format offered a different view of the GT, balancing the atmosphere of the campaign with an interaction that was easy to understand. The aim was to make the experience feel considered and premium, even in a brief encounter within a mobile feed.

Lead designer and art director. I led the creative workshop with McLaren and translated the campaign direction into a series of interactive advertising formats at Teads.

A scrolling panorama brings the grand-tour landscape into view; a light-on, light-off reveal draws attention to the car’s form; and a vertical scroller creates a journey through the campaign on mobile. Alongside the promo film, the units turn the launch into a series of moments to explore.