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Project

Ultimate Ferocity

Client

Aston Martin

Studio
Superunion

Motion
Curious

Year
2023

As the final chapter in Aston Martin’s iconic DBS lineage, the DBS 770 Ultimate required a launch that could celebrate both the car’s significance and the legacy it would leave behind. The campaign centred on a largely forgotten piece of Aston Martin heritage: the Egyptian Scarab Beetle, a symbol first introduced by the brand in 1930 and the inspiration behind the wings that would later become one of the most recognisable emblems in automotive history.

Reimagined as a modern expression of ferocity, the scarab became the creative thread running throughout the launch. A bespoke hero film brought the symbol to life as a metallic, engineered creature forged from motion and light, its reflective shell echoing the sculpted surfaces of the DBS 770 Ultimate. This relationship extended into the wider visual identity, where the car was treated as a contemporary embodiment of the beetle itself, surrounded by dramatic caustic light and reflections that amplified its presence and performance.

The work spanned campaign concept, storytelling, film development, visual identity, static imagery and launch assets, creating a cohesive narrative that connected Aston Martin’s heritage with its most powerful production DBS. The campaign not only reintroduced a forgotten chapter of the brand’s history to a global audience, but also became Aston Martin’s most successful piece of content to date.

The creative platform later evolved beyond the original vehicle launch, informing a bespoke experience for the Las Vegas Sphere during the Las Vegas Grand Prix. Reimagined for the venue’s unique 360-degree canvas, the scarab returned at monumental scale, celebrating the intensity, craftsmanship and performance that define Aston Martin’s modern era.