Artists:
Thiago Tallman
Andrew Henrique
Kevin Jaeger
Javier Tomasi
Vincent Raineri

Approach

While gathering references, we came across countless incredible automotive pieces. Fast, technical, beautifully executed by artists and studios we admire. Many were elevated by motion graphics, intricate simulations, and a sleek, futuristic aesthetic. But I realized Ferrari didn't need any of it.

Ferrari looks fast standing still. It radiates beauty even when static. And perhaps most telling of all, if you ask a child to draw a race car, they'll draw a red Ferrari. It's the only brand I can think of that lives so deeply in our collective imagination. A symbol of greatness, timelessness, and inspiration.

That realization reshaped the director's approach. The techniques that elevated other work only pulled focus from Ferrari's essence. So the director stripped everything back and leaned into mood, emotion and restraint.

Design 1.

In the early design phase, we explored several visual treatments for the car and the technology beneath its surface. A dark red studio where silvers of light sculpted the car's bone lines, evoking elegance and legacy. Reveals from dense red fog, letting the car slowly materialize like a memory resurfacing.

From there, we explored how to introduce HP. Their brand blue and tech-forward identity needed to live within the same visual language. We experimented with glowing x-ray passes, technical wireframes, and exploded particle views, each offering a different lens into Ferrari's engineering while bridging the gap between heritage and innovation.

Design 2.

In the end, we paired the romantic exterior with a branded x-ray aesthetic that revealed a clean, almost surgical view of the car's inner world, while adding a subtle organic warmth. Glowing veins of color pulsed through the frame, evoking something anatomical and alive. The result echoed italian design philosophy. where engineering meets emotion and beauty is inseparable from function.

Hero, color became the storyteller. Each brand's identity was defined through palette alone, making the design feel intentional, never generic or misattributed ... and let's be honest, a red race car only means one thing.

It means Ferrari.

Engineers Desk

This was the interface displayed on the "Engineer's Desk" of the activation, allowing guests to select parts of the car and trigger visuals on the 15ft activation screen directly in front of them.

Activation Display

These are some of the modules that played on the large 15ft activation screen when selected, offering guests a deeper look into each part of the car.