Project type: branded content, digital display, ads and social
media.
Role: art direction, UX & UI design.
Web development: Niv Suresh.
Digital design: Giulia Monterrosa.
Digital producer: Kate Armstrong.
Year: 2022.
Client: Financial Times X Richard Mille and Ferrari.
Project title: Performance as an indicator of style.
Key objective: craft a distinctive, refined, and engaging narrative
that highlights the remarkable partnership between Richard Mille and Ferrari, resulting in the
creation of the RM UP-01 Ferrari timepiece.
Target audience: HNWI, HTSI luxury & lifestyle readers, and watch
enthusiasts in Europe.
Approach: research > brand experience > brand activation and roll
out.
Deliverables: one-page scrolling website that is responsive and
optimised for various devices, digital display ads for ft.com, and social media assets for different
platforms. The website features videos, a 360° product gallery, an interactive experience showcasing the inside
and outside of the watch, and an article highlighting the distinctiveness and opulence of the watch.
Campaign duration: one month.
Results: 9K+ page views, 8.5K+ visits, 85+ avg attention time (sec),
70% avg scroll depth, 8K+ total unique users, 3.5M+ marketing impressions, 18K+ marketing clicks, and
20.5K+ social engagements.
![Richard Mille's Mind Map](img/projects/richard-mille/rm-ferrari-12.webp)
![Richard Mille's Page Loader](img/projects/richard-mille/rm-ferrari-01.gif)
![Richard Mille's Homepage](img/projects/richard-mille/rm-ferrari-02.webp)
![Richard Mille's Video](img/projects/richard-mille/rm-ferrari-03.webp)
![Richard Mille's Chapter](img/projects/richard-mille/rm-ferrari-04.webp)
![Single Image](img/projects/richard-mille/rm-ferrari-05.webp)
![Richard Mille's Explore The Watch Section](img/projects/richard-mille/rm-ferrari-06.webp)
![Richard Mille's Watch 360 Gallery](img/projects/richard-mille/rm-ferrari-07.webp)
![Richard Mille's Mobile Version](img/projects/richard-mille/rm-ferrari-08.webp)
![Richard Mille's Mobile Version](img/projects/richard-mille/rm-ferrari-09.webp)
![Richard Mille's Social Media](img/projects/richard-mille/rm-ferrari-10.webp)
![Richard Mille's Digital Display Ads](img/projects/richard-mille/rm-ferrari-11.webp)