FERRARI 296 GTB
Redefining driving pleasure
For Ferrari, TBX collaborated with the BWS agency on a virtual set project at STS Studio Service, developing digital environments and integrating them into the LED and XR system. The work involved the creation of several virtual sets, including a digitally reinterpreted reproduction of the Franco di Suni National Autodrome. The circuit was reconstructed in 3D and adapted to the language of the virtual set, introducing geometries and solutions not present in the real configuration, functional to the staging and the planned shots.
Within this context, the Ferrari 296 GTB and the Ferrari 296 GTB Assetto Fiorano were presented in three distinct segments dedicated to design, engineering, and driving dynamics, respectively. The digital content was developed to accompany the speeches by Ferrari executives.
Client: Ferrari
Art Direction: Giulio Majori
Show Direction: Giulio Majori
Agency: Balich Wonder Studio
Location: Milan (IT)