A Uniquely Romanic Expression
Rolls-Royce’s Coachbuild division represents the pinnacle of craftsmanship, exclusivity, and luxury. The invitation-only service extends to individuals of astounding achievement, granting them the rare opportunity to envision and create an entirely unique motor car that embodies their personal histories.
Commissioned by one distinguished family, La Rose Noire Droptail draws inspiration from the Black Bacarra rose. In my role as lead copywriter and content planner, I told La Rose Noire’s story across web and social, developing a richly detailed narrative to articulate the depth, symbolism and singular craftsmanship behind the commission.
Given the level of craftsmanship behind the motor car, I explored an editorial approach to the webpage — something new for Rolls-Royce. Descriptive paragraphs accompanied dramatic visuals, inviting audiences to fully immerse themselves in the seductive world of La Rose Noire Droptail.
Success on Social
On social, I planned and crafted a four-day campaign that introduced La Rose Noire Droptail to the world. The launch post coincided with an event near Pebble Beach, California, where the motor was first unveiled to the public.
Animated posts and IG Stories created intrigue for its unique design features, each inspired by a rose adorned by the commissioning family’s matriarch. Overall, our posts achieved an average reach of 1.1 million users.
