Turning heads
Twelve months, 11 A-list photographers, 500 pages, £2000 cost, 5kg weight – with ‘Aston Martin: The Book’, we took a bold, fashion-first approach to transform the quintessentially British car company into a luxury lifestyle brand.Back to the future
The brief from Aston Martin was to celebrate their storied past, possibly with a history book. At the same time, the premium car company needed to pivot towards luxury lifestyle ahead of a possible IPO. With head-turning vehicles, but middle-of-the-road marketing and tight budgets, Aston Martin needed a silver bullet. Our solution? Turn a dry heritage brief into an ambitious art project that would stake out a sharp new visual identity, while simultaneously paying tribute to the past.High fashion, low cost
Instantly synonymous with the world’s greatest spy, we identified an opportunity to weave the Aston Martin brand into the world of high fashion. And by offering some of the world’s leading fashion photographers creative freedom on a truly exclusive product, we were able to secure A-list artists at low rates: Ellen von Unwerth, Rankin, Chen Man, Nick Knight, Anton Corbijn, Anton Watts, Bryan Adams and many more. The epic project took 12 months to complete, with 11 shoots spread across three continents.Beyond the book
An instant sell out with existing customers, the real legacy of the book was the edgy fashion-forward legacy it left on marketing. Post-launch, Redwood was engaged to work with contributor Nick Knight on a campaign for the Aston Martin’s DBS Superleggera. The dark, muscular, industrial short film Knight created represented a bold leap forward for luxury car ads.
Kristian Schuller - Raw power
Resurrection
Nick Knight - The Future
