IDENTITY IN MOTION
DUSK X MCLAREN.
A HYPER-COLLAB.
Papaya Orange in F1 is most closely tied to McLaren. It’s a historic colour for them, originally used in the late 1960s to stand out on the track and be instantly recognisable to fans and sponsors - even at extreme speeds.
In a sea of metallic silvers, reds, and blues, Papaya Orange became a visual signature.
THE CONCEPT
An idea turns into a concept, and when the concept is put into filmmaking action, the concept becomes alive. Callan Austin’s F1 idea of Mclaren’s Papaya Orange Dessert pays homage to the sport.
THE PROBLEM WE SOLVED
Through creating striking visuals that play with sound effects, we visualised the concept and made it tangible to the viewer. We solved the problem of connection by portraying DUSK’s concept as a mirror of the hyper car brand McLaren - thus solidifying the collaboration.
THE RESULT
McLaren is a brand of spirit, movement and force. In this showcase for DUSK, we leaned into the higher contrast lighting landscape, allowing for light to be shaped with more accuracy.