Aston Martin’s new brand and creative platform ‘Intensity.Driven.’ is designed to capture the human emotion of the driving experience. It supports the marque’s renewed focus on the performance of their cars, whilst ensuring stand out in the ultra-luxury market.

At its core, the brand is about the emotional connection drivers feel when driving an Aston Martin, and the technological innovation that enables this. All the aspects of the brand, from film to social media and print, rely on different elements, brought together to deliver an overall experience of this emotional connection.

The work celebrates the intensity and raw human emotion of the Aston Martin driving experience, and the depth of sensorial connection between the driver and these high-performance sports cars, with a focus on the recently launched Valkyrie model.

The idea was not only to capture the emotion, but to do so in a way that made the viewer feel the intensity of the experience. Therefore, the creative idea is rooted in finding truthful and evocative ways to reflect the car’s performance, and the human response it triggers, in the belief that this authenticity helps the viewer really feel the power and intensity of the cars themselves.

The new brand expression is radically different to anything else in the ultra-luxury market, cutting through in a competitive sector and bringing a true reflection of performative luxury to the individuals who will buy these cars.

We used an EEG/PPG device and Tobii Pro Glasses to capture the heart, brain & pupil data of an engineer in the Aston Martin Valkyrie. We also captured the car’s speed and decibel data, giving us a full set of both data that reflects how the car performs, and data that demonstrates the effect this performance had on the human body.

The data gave us the authenticity necessary to make the work meaningful, and the next stage was to interpret the data in ways that amplify the intensity of the visualisation. Generative visualisations bring all the data to life and combined with evocative copy, powerfully communicate the intensity of the experience.

Intensity. Captured.

Data visualisation captures the performance of the Aston Martin Valkryie and the passenger’s reaction to its performance. Sensors attached to a passenger measure heartbeat, synapse and pupil activity, whilst onboard sensors capture the cars data.

A digital artist created dynamic visualisations to bring emotion to the data.

Intensity. Shot.

We use extreme close-ups, to amplify a sense of power and performance of the cars, and to bring to life the sensorial effect of the drive on the human body.

Intensity. Written.

We use evocative copy, combining authentic information – from statistics and car data to qualitative research – with emotive copy to evoke the driving experience.

Intensity. Edited.

In film, we employ a distinctive editing style that uses a mix of longer dwells and sudden sharp cuts to build and break tension. This frenetic approach delivers a sense of intensity that informs all the moving image work.

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