Alfa Romeo x
6 Underground
When the cornerstone vehicle for Alfa Romeo stars in Netlix’s larger-than-life Michael Bay and Ryan Reynolds film you get some pretty great content to work with. You also get some tricky legal feedback to navigate.
Here we connected the luxury performance of the Giulia with the over-the-top excitment of the film across an Xbox partnership, social content, and programatic placements.
These partnered placements and experiences offered the brand an opportunity to expose a new audience to the excitement that the Alfa Romeo has always embodied.
These partnered placements and experiences offered the brand an opportunity to expose a new audience to the excitement that the Alfa Romeo has always embodied.
Xbox landing page experience
It was a great experience to design on a new platform and create content for the console. We collaborated with the Microsoft team to better understand the known interactions for these experiences. This allowed us to ditch some layers of explanitory UI and let the content be the hero.
This landing experience hosted the campaign's video content, a performance-focused 360º viewer of the Giulia Quadrifoglio's features and engine, and a Do/Don't image gallery that leaned into the broader campaign language.
The experience performed very well, exceeding benchmarks for similar placements.
This landing experience hosted the campaign's video content, a performance-focused 360º viewer of the Giulia Quadrifoglio's features and engine, and a Do/Don't image gallery that leaned into the broader campaign language.
The experience performed very well, exceeding benchmarks for similar placements.