Aston Martin is using a four-minute-long cinematic film to launch the brand’s first SUV.
Directed by Italian director Luca Guadagnino, the film shows British actor Josh O’Connor (Prince Charles in “The Crown”) undertaking a dream-like excursion at the wheel of the Aston Martin DBX.
Filmed on location in Sicily, creative shows a journey through the island’s vineyards and dirt roads, culminating in a visit to a mysterious but elegant villa.
Although it is an SUV, the DBX shares its DNA with its sports and GT siblings, according to the automaker. Performance and an ultra-luxurious hand-crafted interior is emphasized in the creative.
The art director on the film is British designer Peter Saville, who Aston Martin Chief Creative Officer Marek Reichman calls “a true creator of brands.”
“He can turn his talent from creating a stunning logotype, to shaping an iconic image, being a brand ambassador for a city or even reshaping a whole corporate identity,” Reichman says in a release. “Together with Luca and Josh, we have three very different but definitive creative characters.”
The film conveys what it feels like to be part of the 108-year-old brand and “be truly engaged with the spirit and ethos of the company,” Reichman says, calling it “an elegant meditation on desire, dreams and emotions.”