"First of Its Kind"

19 January 2021

82s

Up and away.

Music video specialists Zhang + Knight direct this heightened commercial for Maserati. The duo’s camera hurtles through the clouds until it spies the Italian marque’s new MC20 engine - a gateway to an otherworldly showroom.

The advertised supercar rests on silver, billowy fabric, which is a welcome change from nondescript tarmac. Skewed camera angles and a pastel colour palette also catch the eye, eschewing sharp edges for a more ethereal vibe.

When the ad does go full-throttle, the target audience is left in no doubt about the car's performance. Thanks to Zhang + Knight and DP Patrick Duroux's blistering, solar flare-inspired photography, it should satisfy engineers and aesthetes alike.

UK

Cars