This advert continues Santander’s theme of brick structures, which have been in the past digitally realised. In their new campaign with Lewis Hamilton and Jenson Button, they wanted to show the drivers really building a large scale version of their F1 car together, with a team of technicians.
This brief could only be achieved by making thousands of injection moulded bricks that were accurate and stackable, which were then built around a steel armature, digitally designed to match the contours of the bricks. From the original concept of the brick, Asylum redesigned and engineered a new brick so they located perfectly together.
The bricks were all fixed in place on the frame, apart from a select few sections that were completed during the action of the commercial.
As part of the launch for the campaign, Santander requested us to install the car outside their office on the Euston Road, London. This remained in place for a week.