Legends Live Forever
MG are celebrating their centenary by launching the worlds first all electric roadster. The MG Cyberster is a striking all-electric roadster which promises to be as exciting as the MG sports cars of the past. With a summer 2024 launch planned, MG wanted to create a remarkable digital experience to rev up the excitement and to offer customers the chance to configure and pre-order their Cyberster. The challenge was they needed to go live in just 4 weeks!
This project required strategic planning, product and user experience design as well as art direction and daily collaboration. With no right-hand models of the Cyberster currently in the UK, LoveGunn collaborated with 3D Designers Tom Day and Ryan Parker. Together we modelled the MG Cyberster in order to plan, create and execute over 400 images which would allow the roadster to be shown in two model options, five colours and two interior and roof trim styles. Alongside multiple product angles and environments.
The website and configurator, just like the car itself, has been designed with speed in mind. The experience allows customers to seamlessly choose between motor, paint and trim options so they can configure their dream car.
Collaborating with web developers Psycle and 3D designers Tom and Ryan, LoveGunn created a clear strategic vision and project plan in order to meet the pre-launch deadline. This included Daily all-agency stand-ups, Slack channels and relocating the LoveGunn project team to MG’s head offices in Marylebone, London.
Using MG’s centenary as a source of inspiration and backdrop to how we pre-launch the Cyberster. The campaign headline - Legends Live Forever is inspired by the idea of MG’s 100 years of head-turning performance.
Our hero imagery places the Cyberster within an atmospheric stage area with evocative and sensual mood lighting to capture the beauty of the cars design.
The new MG Cyberster landing page and configurator unveils the stunning new all electric roadster and offers a best-in-class customising experience for customers.
Creating a visual distinction between form and function, the landing page celebrates and shows off the design and performance details of the car, whilst the configurator offers an intuitive and seamless experience with photo-realistic renders. Giving an accurate and authentic visual of the customers new MG Cyberster alongside specifications and the ability to submit your configuration directly to your preferred MG dealer.
