A high profile launch to showcase a new titanium enhanced oil at CERN and the Geneva International Motor Show. All to do with performance under extreme pressure, the narrative honed in on a little analogy buried deep in the companies technical blurb: 'engine pressures are now equivalent to five cars resting on a stiletto heel'.

With this as the hook, a complex combination of a silver painted dancer (the brilliant Jenny White), a stack of five cars on a stiletto heel, and enough studio space to accommodate ‘floating engines’ were all superbly directed by Nick Bye. The result was used beyond the original giant screenings around the world and motored its way to multiple international award wins in the process.

Writer, Creative Director