Reflex set the stage. Ferrari took over New York.
For their 70th anniversary, Ferrari knew they needed to make a statement. They hold a legacy of power, of finesse, of passion, of performance. We set out to match their ambition.
From street level to the Top Of The Rock, we painted the town rossa corsa. At Hublot, Sotheby’s and the Rockefeller Centre, the most iconic models stood proud. At dozens of locations city-wide, Ferrari fans raced to unlock collectible Ferrari prizes. To link together the whole experience, we built an event minisite for participants to track their progress and expanded the activation to social media.
Finishing up the day with a VIP-only brand celebration at the sky-high paradise The Top Of The Rock, there was one more surprise. The spire of WTC One lit up in Ferrari red. The city was theirs.