First Love

Full length documentary (30min)

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The latest game in the Gran Turismo franchise, GT6, launched with the idea that even the greatest racecar drivers have humble beginnings.

“First Love” was a three-chapter interactive social documentary that shared the story of racing legend Mario Andretti, and the car that started it all: a 1948 Hudson. First, viewers followed Mario’s journey to becoming a racecar driver. Chapter 2 featured the first ever, live social rebuild of a race car. Viewers interacted with mechanics for over five days of live streaming. Finally, the restored Hudson was reunited with Mario and recreated in GT6 for everyone to race.

Results

  • #1 selling exclusive PS3 game, since its launch
  • 5.8 million miles driven in Mario’s Hudson

Case Study 

TVC (:30)