Victor Roa
Creative Director

About
2024

Play Station
Gran Turismo Launch


To show gamers that even the greatest race car drivers have humble beginnings, we rebuilt Mario Andretti’s first car and dropped it into GT6. We also made an online documentary that dove deeper into his “First Love”.

BBH NY 
Director: Ben Tricklebank
Production: Tool of N/A



     





Original Hudson Hornet - 1959


Gran Turismo 6 InGame Hudson


“There's a certain kind of bliss that only comes from sense-memory…I's a fantastic thing to behold.”

Complex


We created a multiplatform campaign featuring an online documentary that shows how Mario Andretti launched his legendary racing career by building his first race car, a 1948 Hudson, with his friends. 

To expand on the social campaign, we rebuilt the same model car in a five-day live stream on the PlayStation website, where fans from all over the world could chime in with suggestions on how to make the custom build just like Mario's original car. The site hosts multiple full-screen films with extra content options, a time-lapse overview of the build, and interactive social panels where viewers can contribute, join discussions and chat with the Gran Turismo team.
Long Form Documentary (30min)

Interactive Experience
TVC :30

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