Corvette Stingray

#Onethirteen13

To kick off the reveal of one of the most coveted sports cars in history, we wanted to do something that felt truly authentic. With all of its drawbacks from the past as well as some of the criticism received for lacking “quality,” we had some challenges to overcome. This was really a rebranding exercise. How do we change the perception of Corvette? How do we convince enthusiasts that this is the car to exceed all of their expectations in craftsmanship and performance? 

How do we do this before January 13th, 2013— before the world would ever see the 2014 Corvette Stingray?

the making of

Before ever showing the car, we took viewers behind the scenes of how it was born. It was important to us that this journey felt real, artistic, and damn stunning to watch. For two months leading up to reveal, we would roll out a series of short films each hitting the four main aspects of the vehicle we wanted to communicate. Design, Craftsmanship, Driving Experience, and Engineering each had a unique story all their own.

We wanted to articulate that uniqueness in each piece, visually and audibly, while maintaining the sense of a cohesive series. Through the use of social and digital we would roll out a series of films and photography that would later lead up to a larger experience.

January 13th, 2014

Upon reveal, we rolled out an all-new site for desktop and mobile devices. The experience contained a gallery of beautiful images, a deeper look into features, as well as the full length behind the scene films. With help from talented designer Ryan Ganss, all of these components were packaged in an engaging, thoughtfully designed destination for all things Corvette.

Credits

Agency / Goodby Silverstein + Partners

Film / The Work Inc.

Editing / BEAST

Audio / Milagro Post

Music / Ben Frost

Making of Photography / Brian Sorg

Car Photography / Trevor Pearson