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Directing duo Zhang+Knight’s exquisite debut commercial for Maserati challenges the luxury automotive market with an original and uncompromising aesthetic.

The filmmakers flirt with a future magic that takes the viewer on a silky-smooth journey of precision, opulence and creative ingenuity.

Zhang+Knight are the latest prodigious protegees to emerge from FRIEND. The London production company have built a reputation for developing the brightest creative talent in the industry and this directing partnership, with a music video background, are continuing this tradition.

The breakthrough Maserati spot, shot in Italy as a co-production with Section80, was created by Soursop in Amsterdam and is appropriately entitled The First of Its Kind.

Maserati – First of its Kind

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From Zhang + Knight:

“This was with the dream brief: to create a series of worlds which captured the essence of Maserati’s first supercar in 20 years - the MC20. Soursop and the Maserati were radical in their creative approach - this was to be a new vision of a supercar commercial - and entrusted us with the freedom to conceptualize these worlds through a ‘Zhang + Knight’ lens.

To be believed in was freeing, and the process became like play. We sought to build our worlds from materials which embodied the car: mercurial metallic fabric was perfect for an MC20-inspired ocean. Meanwhile it felt right that dawn in this universe should be a graphic line cutting across an abstract plane of light. Everything was shot for real in Italy with Section80; seeing our designs brought to life with such nuance gave us tingles. 

It was a real privilege to bring this film into the world. We are so grateful to Ravi, Val, Max and Soursop, as well as Phil and Maserati for having faith in us - and also to our collaborators for their artistry and passion; Friend (literally) moved mountains to make it happen!

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