Alfa Romeo is a brand that is known for power and performance – plus unmistakable style, passion and design. For the North American premiere of the Giulia, we drove the Italian beauty straight into its future while pulling a little racing inspiration from its past.
Accompanied by heart-throbbing music and dynamic visual media, eight models carried an oversized red silk fabric that undulated in the wind from fans hidden in the stage. The Giulia drove downstage as the silk glided along its roofline accentuating its curves and gorgeous Italian design. The audience received the vehicle with emotion, excitement and applause.
To reflect the soul of the brand, we created a runway experience to pave the way for this luxury statement.
o2 designed the models’ wardrobe as a nod to Alfa Romeo’s racing history. We took a modern twist on custom leather racing jumpsuits and driving scarves for the Alfa Romeo ‘Moto Mamas.’ The design featured Alfa Romeo branding on the jumpsuits and helmets. The racing scarves had the iconic cloverleaf “Quadrifoglio” pattern imprinted on the silk.