We helped strategize and execute an entire repositioning and rebrand for an Italian icon, helping the brand connect with a ‘new luxury’ audience globally, whilst rekindling interest from long-term fans. Soursop set up camp in the brands Modena global HQ and launched the brand’s first supercar in 15 years, the MC20, set its editorial strategy and created a series of evergreen brand stories that celebrate Maserati’s past, present and future speaking the new codes and cultures of a new generation.

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