THE Alfa Romeo Rorschach Test
Client:
Alfa Romeo, the iconic Italian automotive brand known for combining performance, style, and emotional driving experiences.
Challenge:
Alfa Romeo needed to launch the Alfa 159 as not just a car, but an uncontrollable object of desire. The challenge was to capture raw emotional urgency — blending high art, psychology, and a hard sales push — without compromising the brand’s aspirational edge.
Creative Solution:
We created the Alfa Romeo Rorschach Test, a cinematic TVC that tapped deep into the subconscious.
Using meticulously hand-animated inkblots, each frame transformed in sharp, surprising transitions, driven by the intense rhythm of a heartbeat and a live rock soundtrack.
The hypnotic visuals mimicked a Rorschach test, with desires and dreams explosively revealing themselves — culminating in the reveal of the Alfa 159, the ultimate symbol of passion.
The storytelling was visceral, emotional, and rhythmically alive, turning a product spot into an invitation to "Live Your Desires."
The tagline sealed the message: "Living doesn't mean being alive."
Impact:
The spot gained international creative recognition, featured in Lürzer’s Archive, Ads of the World, Adforum’s Top 5, and Stash Magazine.
It powerfully reinforced Alfa Romeo’s identity as a brand of pure emotion and desire, while successfully driving attention to the Alfa 159 sales event.
