When NextEV approached Interstate with the NIO EP9, an all-electric Supercar with some aggressive performance targets, it was clear the launch campaign had to be special. A project like no other, delivering a ground breaking new product to the automotive industry.
Interstate’s involvement began with a complete design of the programme identity.
It quickly developed into the delivery of three supercar liveries, content planning and strategy for influencer engagement, all on-track and studio launch photography, cinematic on-track films across three countries, operational support for the test programme, design support for physical components of the car - through to copywriting and strategy for key product messaging with final delivery of key assets for a global brand launch at the Saatchi Gallery in November 2016.
- Video Content
- Digital Strategy
Shot over 3 days at Circuit Paul Ricard, the film pulled together all the EP9 key technical features but sought to bring them to consumers at an digestible level.
In a car this refined, everything has to work in harmony and Interstate were tasked with capturing the technical achievements and proof of the car while it tested in the South of France at Paul Ricard Circuit.
“This car, in terms of its vehicle-dynamic performance, will be by far the fastest car of its time” - Dr. Martin Leach - 2016
A track like no other in the world - the ultimate test of man and machine, the Nordschleife has long been the proving ground for automotive manufacturers.
Focussing on delivering a cinematic execution with high-end production and cinema-standard post-production, Interstate executed concept creative, production and final delivery of the NIO EP9’s worldwide debut on the Nürburgring’s Nordschleife.
Launched at the NIO brand launch in November 2016, the film served as a statement of intent for a car that would challenge the Supercar paradigm. Initially taking the 6th fastest production car spot, the EP9 went on to take the fastest production car time with an 06:45.90 time. The first time an electric car has held the overall lap record at the Nürburgring.