Role
Art Direction · Experience Strategy
Client
Financial Times × Richard Mille × Ferrari
Project
Performance as an Indicator of Style — branded content campaign centred on the RM UP-01 Ferrari watch
(manual winding ultraflat).
Context
Conceived to articulate the shared DNA of Richard Mille and Ferrari, the experience translated extreme
engineering, material innovation, and performance-led design into a refined digital narrative for a
high-net-worth audience.
Objective
Establish the RM UP-01 Ferrari as a contemporary icon of performance luxury, elevating brand
perception
while driving consideration, engagement, and desirability across European markets.
Audience
High-net-worth individuals, HTSI luxury and lifestyle readers, and watch enthusiasts across Europe.
Deliverables
A bespoke, responsive one-page digital experience supported by ft.com display formats and social
executions. The experience integrated video, a 360° product gallery, and interactive storytelling to
explore the watch’s design, mechanics, and performance credentials.
Team
Development — Niv Suresh
Digital Design — Giulia Monterrosa
Digital Producer — Kate Armstrong
Year
2022
Results
The campaign delivered strong, sustained engagement across digital
touchpoints, achieving high attention
times, deep scroll behaviour, and significant visibility across premium display and social
placements.
Key outcomes: 9K+ page views, 8.5K+ visits, 85+ seconds average attention time, 70% average scroll depth, 8K+ unique users, 3.5M+ marketing impressions, 18K+ marketing clicks, and 20.5K+ social engagements.
This mind map outlines key aspects for the Richard Mille and Ferrari website
A minimal, performance-led hero sequence introduces the Richard Mille × Ferrari collaboration, using precision composition and controlled motion to position engineering as the ultimate expression of style.
Desktop version of the website
An interactive watch gallery allowed users to explore both the inner mechanics and exterior details through click-and-hold interactions, encouraging deeper engagement and prolonged attention through tactile, self-guided discovery.
An intimate film portrait of a master watchmaker, seen through a monocle, foregrounds the human skill, precision, and heritage underpinning the creation of the watch.
Social media campaign
