There is art that is inspired by cars, music that is inspired by cars and even buildings that are inspired by cars. Now there is an art exhibition about cars - the "Grand Basel" which basically is the Art Basel for vehicles. This ad had the task to announce the first edition of the "Grand Basel" to all automobile lovers around the globe.

Idris Elba is known to be one of the world`s greatest car enthusiasts and collectors. So for the brand Grand Basel he was just the perfect ambassador for the brand message of being an art fair with cars. The casting process was coined by the script: It was tailor-made to Idris Elba, he himself worked on the voice-over to make it even better, the choice of the location (the famous FIAT roof top race track in Turin) was made together and then, with the perfect script in hand, he said yes and became part of the journey. To sum it up: The casting process was more a form of collaboration then a typical casting only procedure.