Maserati MC20

Positioning a supercar within the codes of 'new luxury'

Overview

Luxury Italian car manufacturer Maserati approached Soursop to launch their first supercar in decades: The MC20.

We assembled a custom-fit team of tastemakers to create work that pushed the boundaries of where an automotive company should be in culture.

‘The First of its Kind’ campaign launched the brand into a radical ‘new luxury’ space courting older millennial consumers globally.

The campaign marks a new creative direction for the brand that places them within the codes of a new, rapidly changing luxury landscape.