de-construct was asked to pitch the strategy and website for TeamVertu – Vertu’s high-profile sports sponsorship programme, currently centred around the Ferrari Challenge. We pitched an integrated concept where ‘Attention to Detail’ became the overarching message across every facet of their communications – from registration on the website through to the event itself.

Effectively communicating to high-end luxury users is a big challenge, especially online devoid of the usual materials used to convey exclusivity. Our proposal thus revolved around a fullscreen immersive video experience of the Ferrari Challenge Finale in Monza, delivered with ‘Attention to Detail’. Many small video vignettes allow the user to engage with the content they are most interested in – the racing enthusiast can focus on the car and the pit whilst the aspirational networker can focus on the hospitality truck and the interviews. Hotspots in the video would deliver the ‘Attention to Detail’ message by allowing the user to get closer to their chosen subject.

The strategy was modular by necessity – beginning small in 2007 with only the Ferrari Challenge whilst giving flexibility to scale through 2008 as new events were added. Throughout 2008, we proposed ever-tighter integration between the website and the event – such as an online auction, RFID invites and an exclusive on-track ringtone generator that would allow users to create their own unique Ferrari ’signature’.

Unfortunately the project, and the ambitious shoot (2x crews, 4x days, 2x countries) was never realised. However, the final image above gives an indication into how we proposed to shoot the first film.