Aston Martin and the Grandeur of Las Vegas

As part of a partnership with the Las Vegas Formula 1 Grand Prix, Aston Martin will appear on Sphere throughout the week.

Yesterday evening, Aston Martin launched an immersive advertisement on the new Las Vegas monument, Sphere.

Visible from the circuit and repeated several times a day until the lights go out during the Las Vegas Grand Prix, the captivating 90-second sequence on Sphere begins by illuminating the brand’s iconic wings, then features the Scarab Beetle, the inspiration from which the winged Aston Martin brand was born in the 1930s, at the height of popular Egyptology and symbolizing new beginnings.

Seeking to free itself, the Scarab Beetle awakens viewers by seemingly “breaking” Sphere, before a spectacular reveal of the AMR23, the current season’s Formula 1 car from Team Aston Martin Aramco Cognizant, which fills the surface with a swirling layer of smoke from its tires. As the smoke dissipates, the world’s most powerful luxury SUV, the DBX707, and the new DB12 appear on what remains the largest digital screen ever to showcase a car. Using the latest CGI technology, the advertisement creates an optical illusion of depth inside Sphere, further igniting viewers’ senses.

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