Bigger, faster

Six years, 12 new car launches, 45% sales growth and a content engine that could produce Ferrari quality film at Formula 1 speed – this is the story of Redwood as Ferrari’s first-ever agency of record.

THE ROAD AHEAD

With future generations of fans hungry for content on social, C-Suite ambition to compete as a lifestyle luxury brand and Ferrari’s most aggressive new car launch schedule in decades, the challenge for the iconic car brand was to build a creative content engine that could produce Ferrari quality stories at Formula 1 speed. Redwood’s blend of studio skills, content craft and social-first creative approach proved a perfect co-pilot during a period of rapid expansion.

AUTOMOTIVE PEDIGREE

Ferrari wanted a thoroughbred agency partner with automotive expertise, and, having launched TV show Top Gear as a multi-platform brand back in our BBC Worldwide days, Redwood had the specialist storytelling pedigree to match the brand's ambition. With a complex launch schedule to manage, we established interlocking strategic platforms at a brand and product level and brought in ex-Top Gear producers to execute complex road and track-based films, including orchestrating every aspect of Ferrari’s first-ever virtual-only launch — pulled together in less than 10 weeks. From Arctic landscapes to city streets in Dubai to racetracks in every continent, we shot supercars at super-speed everywhere.

SOCIAL FAST TRACK

With every new car a guaranteed sell-out, our strategy was to use launch moments to create a brand halo for the next generation of fans. This meant launch films shifting gear from widescreen epics to social shorts and behind-the-scenes exclusive reels produced at pace for Instagram and TikTok. Our lean two-person content team delivered Ferrari quality film weekly, helping to transform the brand into a social leader with 5M TikTok followers. And for the critical launch of Ferrari’s first four-door car in the luxury SUV category, the Purosangue, our social content received 2.5M organic likes in just 4 days.