Boost

Lotus didn't want another predictable sports car campaign for the launch of the new Emira. They wanted to completely subvert the category and carve out something genuinely different. The approach was simple: forget the channels and focus on the content. Speaking directly to a new breed of maverick, those enthusiasts who understand what Lotus represents. Those who appreciate proper engineering, who see beauty in purposeful design, and who refuse to follow the herd. The campaign culminated in a launch film that captured not just the Emira's stunning looks, but the rebellious spirit of those brave enough to choose a different kind of sports car.