The Rest is Noise

Client

Richard Mille x Ferrari

Role

Copywriting, Storyboarding, Direction, Post-production

A trio of Ferraris, landscapes and unforgettable moments in the City of Angels, timed by the new RM UP-01 Ferrari. Embodying excitement, performance and technicity, this film introduces a Richard Mille masterpiece that radiates pure exhilaration in all forms and makes a bold statement about the endless pursuit of life’s genuine pleasures.

00:00 / 00:00

Picture the perfect day. Up at dawn, jogging through the cool pine forests of southern California before driving down twisted mountainous tarmac in a Ferrari Roma.

Next, flying over an empty desert highway in the midday heat at the wheel of a Ferrari SF90 Stradale.

And finally, cruising through the high-rises of downtown Los Angeles in a vintage Ferrari 512 BB, before heading home to a mansion in the hills that overlook the City of Angels.

Sounds like a dream, right? Well, that’s the plot of the Richard Mille x Ferrari film, created by MilleDollars to celebrate Richard Mille’s first collaboration with the iconic Italian racing brand.

The concept was to express how Richard Mille and Ferrari both inspire their customers to seize the day and defy all limits thanks to the products they make. So, we decided to shoot in the city where dreams come true: Los Angeles.

Not only does this place deliver in terms of cinematic locations but it adds a certain look and feel thanks to the soft natural lighting.

Collaborating with automotive specialists and long-term partners Northstar on this one, we achieved some high-speed action and smooth technical transitions – including a three-car jump cut.