Idris Elba celebrates automotive masterpieces with Grand Basel.

Grand Basel is a new show that gathers the world’s most remarkable vehicles from the past, present and the future in the contexts of art, design, architecture and lifestyle.

Automotive aficionado and multi-award winning actor Idris Elba explores his “lifelong obsession” for cars in a new film for Grand Basel, the ultimate show for automotive masterpieces. Grand Basel will commence a global tour starting this September, and the movie provides an exclusive visual preview.

In the film, Idris explores the characteristics of a car that make it a masterpiece and searches for an answer as to what gives a car its soul. The setting of the movie is highly significant, as it was shot inside the iconic Lingotto automobile factory in Turin.

Viewers are reminded of the connection between the automobile and art, design, architecture and lifestyle.

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.

The production of the ad took place in a very special building in automotive history: the lingotto building in Turin with the famous racing track on top of its roof. The challenge was to turn this location and the entire range of cars portrait in this ad into an aesthetic car gallery in order to announce the first edition of the "Grand Basel".