Maserati x
Fragment
Maserati
To bring the brand up to speed with a next generation of car owners who prized street cred above all, Maserati turned to the Godfather of Streetwear himself – Hiroshi Fujiwara, founder of Fragment.
Our job: a car launch – but make it hype.
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MAD STARS / Shortlist / Film
MAD STARS / Shortlist / Media
CCA Gongs / Shortlist / Brand Experience & Activation
Step 1: Hypebeasts love suspense.
We kicked the campaign off with cryptic teasers that sent the media and hypebeasts into a frenzy.
Step 2: Dial it up.
Overnight, we took over the mecca of street culture – Harajuku. Its streets were plastered with enigmatic posters that created a trail to the physical car launch.
Maserati x Fragment Launch Film
Step 3: The Drop
Rather than revealing the car with a run-of-the-mill manifesto, we dropped it with an anime-inspired film – to beats composed by Fujiwara himself.
And that's how Maserati cemented its place in hype and history.
