Mclaren’s Artura
Automotive Influencer Cat Roberts approached HW Media to develop a cinematic concept around the McLaren Artura — a hybrid supercar defined by modern design, sculpted lines and precision engineering.
The challenge was to create a fast-paced, visually-led film that reflected both Cat’s energy and the Artura’s identity, while shooting entirely on location and preserving the car’s luxury presence. We were responsible for the full creative direction, production and edit.
The Brief
THE HWM EFFECT
We built the visual language around two core elements: character and motion.
Rather than simply showcasing the Artura, we designed a concept where Cat and the car reflected each other - precise, effortless and always in motion. Every shot was crafted to blend creator-led authenticity with cinematic automotive storytelling.
We leaned into London’s natural textures, using reflective surfaces, passing light and controlled movement to sculpt the Artura’s hybrid identity. Close-up details captured the engineering and design lines, while wider frames established mood, energy and environment.
Our approach combined fast-reactive shooting with intentional framing, allowing us to create a film that felt elevated, spontaneous and emotionally charged - all while maintaining the Artura’s luxury presence across every shot.