A Riviera Playground
For the arrival of Ghost Series II — the visually enhanced successor to the 2009 Ghost — Rolls-Royce Motor Cars needed to reposition the model within a more contemporary and colourful luxury landscape.
As an amplifier of everyday life, we showed Ghost as a car that elevates every moment, enhancing the daily rhythm of its owner through a distinctly driver-focused lens.
Inspired by the cosmopolitan lifestyle of its prospective owners, the campaign showcases the car within a ‘Riviera’ setting — a world of light, freedom and clean luxury. Whether developing the film storyboard, crafting copy across web or planning the global social rollout, I shaped the campaign from concept to execution.
Feel the Pulse
Our tagline, FEEL THE PULSE, reflected the dynamic energy Ghost Series II brings to its owner’s life. The line was articulated through vivid key visuals, an upbeat film soundtrack, and a comprehensive narrative across web and social.
I worked closely with one of our creative directors to craft the story for the campaign film. While ensuring the car’s updated features were showcased and celebrated, we also injected a strong sense of lifestyle into the film by capturing the ‘candid coolness’ of our Riviera setting — a playground for the UHNWI.
Capturing True Detail
When it came to still assets, I provided meticulous retouching direction to our partner retouching studio, ensuring every aspect of Ghost Series II (and its surrounding environment) was pristine yet entirely true to the model.
Digital Storytelling
Leading copy efforts for the campaign, I told the story of Ghost Series II across three webpages: a DISCOVER, an IN DETAIL, and a COMMISSION page. The discover page, shown here, explores the character and personality of the car with succinct, poetic bites of copy and expansive visuals
I planned every aspect of the social media campaign, from the cadence of posts to the key messages shared each day. The arrival of Ghost Series II coincided with that of its rebellious alter-ego, Black Badge Ghost Series II, whose campaign film, webpage and social media assets were also crafted by myself and a team of designers.
I had the intricate task of analysing data from previous campaigns to create a posting plan that prioritised Ghost Series II (given its prime position within Rolls-Royce’s core model range) while also allowing its subversive alter-ego to shine.
