Neural Overdrive

Client

Richard Mille x MᴄLaren

Role

Artistic Direction, Direction, Production, Post-production

A unique sensory thrill sparked by a collaboration between two of the world’s most exciting brands: Richard Mille and McLaren Automotive. This film unveils the RM 65-01 McLaren W1, a limited-run edition timepiece of only 500 pieces, drawing inspiration from McLaren’s most powerful and radical road car, the all-new W1.

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When two of the world’s most exciting brands collaborate and demand a campaign that raises the bar – you downshift, redline the revs and laydown some serious rubber. 

Our power drift ended up taking us all around Europe. From Paris to London, Les Breuleux to Woking. Into high tech studios and through secret development workshops.

Back into the arms of long-time collaborators and knocking at the doors of new connections. Learning, rule-breaking and innovating every step of the way.

It is a celebration of the raw energy driving both companies and what makes them uniquely special. So, our idea was to highlight things on an anatomical level.

Reframing the world from an engineering and medical perspective to capture a very specific moment.

That internal jolt of pure adrenaline; that spark sent racing through your nervous system; that explosion in your brain which makes life immediate, real and addictive.

Or Neural Overdrive, as we prefer to call it…