A Behind-the-Scenes Look at the Ferrari Roma Spider Launch Event
COMMERCIAL VIDEO PRODUCTION
FERRARI ROMA SPIDER LAUNCH EVENT, EXETER, DEVON
We recently had the privilege of being invited to film and create a video for the official Ferrari Roma Spider launch event in Exeter, Devon. This was more than just an unveiling; it was an exclusive celebration of the iconic Ferrari brand. As a bit of a petrolhead myself, I’ve always had a thing for cars, so it was a real pleasure to have been involved in the official unveiling of the most recent prancing horse. And what a thing of beauty it is!
When looking for a video producer, the client had goals and expectations in mind. They wanted to ensure the video captured the essence of the event, as well as effectively showcased the product itself - the new Roma Spider.
I suggested a short cinematic piece both covering the event, the car itself, whilst also conveying the brand’s incredible heritage, pedigree, and automotive legacy. I wanted to use high-quality cinematography to create visually stunning shots of the car, as well as the invitees setting eyes on it for the first time. Whilst there was some space for creative freedom and artistic license, the job here was predominantly documentation. We also needed to ensure that the video aligned with the overall Ferrari brand image, so it was imperative that we convey the luxury and sophistication that are synonymous with Ferrari. The clients loved the idea, so we booked the event into the Rowe Films diary.
The event took place at the Carrs Ferrari dealership in Marsh Barton, Exeter. Myself and my production assistant, Dan, got there nice and early to check out the venue and lighting conditions, as well as find out exactly how the event would unfold. We could instantly see how much work had gone into transforming what is usually a car showroom into a venue fit for the unveiling of a luxury motor, and after a good chat with the event manager, we got straight to work.
We always travel to any production job with all the equipment we could possibly need, because as is the nature of an event like this, you can never be absolutely sure what you’re going to get until you actually get there. It’s better to have it and not need it, rather than the other way round. Further to that, your job is to capture the evening’s events as they unfold, with no room for second takes and very little in the way of production control. So when it comes to events videography in general, expecting the unexpected and being as prepared as you possibly can is very much the name of the game.
As the event unfolded, we tried to capture as much as we possibly could in order to make sure that I’d have plenty of footage to work with in post-production. Myself and Dan worked our way around the room, whilst also trying to be unobtrusive. We like to lurk in the shadows as far as is possible, because reactions are always more authentic when the guests or invitees aren’t overly aware of a camera being focused on them. The more events video work you do, the more experienced you become, and the better you get at this approach!
When it came to the edit, the challenge was to translate the event itself along with the unveiling of the motor into a visual masterpiece that would leave a lasting impression. I really wanted to get across the Italian pedigree that is synonymous with the Ferrari brand, so of course, the video needed to open up with some classic opera, as well as a short excerpt of voice-over from Enzo Ferrari himself, buried subtly in the background. It took me quite some time to decide on the music for this piece, as music is often fundamental to setting the tone.
The video we produced is not just a documentation of a product launch; I’d like to think it's also a little glimpse into the soul of Ferrari, or at the very least, my own interpretation of it.
I’m very pleased to report that the clients were extremely pleased with the video and it has since been shared widely online. It’s really great to be able to show what can be created, from one short evening alone!
The completed video production, created by Rowe Films for Ferrari