The Problem
Supercars like the Ferrari Daytona SP3 are the epitome of automotive excellence — exclusive, high-performance machines that few can experience firsthand. The challenge was to democratize this experience, allowing enthusiasts to engage intimately with the essence of Ferrari’s engineering marvel.
The Insight
The allure of a Ferrari isn’t just in its speed or design; it’s in the intricate engineering and the story each component tells. By deconstructing and reconstructing the vehicle, fans can connect deeply with the brand’s legacy and innovation.
The Story We Told
In collaboration with Ferrari, LEGO Technic introduced a 3,778-piece, 1:8 scale model of the Daytona SP3. This wasn’t merely a model; it was an immersive journey into the heart of Ferrari’s design philosophy.
The build featured: 
• A functioning 8-speed sequential gearbox with paddle shifter. 
• A V12 engine with moving pistons.
• Butterfly doors and silver lacquered rims.
• A functioning 8-speed sequential gearbox with paddle shifter. 
• A V12 engine with moving pistons.
• Butterfly doors and silver lacquered rims.
To deepen the narrative, a limited-edition coffee-table book, The Sense of Perfection, was released, offering insights into the collaborative design process between LEGO and Ferrari.
The Outcome
cThis campaign transformed the act of building into a storytelling experience, allowing fans to engage with Ferrari’s legacy hands-on. It bridged the gap between aspiration and accessibility, making the dream of owning a Ferrari a tangible reality through the LEGO Technic lens.
Building it piece by piece didn’t just replicate performance, it redefined who gets to experience it.
Our LEGO Agency (OLA)
Creative Lead: Martin Coppola, Allan Jensen.
Creative Lead: Martin Coppola, Allan Jensen.
Associate Creative Director: Scott Selkirk Neillands, Jesper Schreiner Thomsen.
Art Director: Dennis Rønneby.
Copywriter: Dhiviah Arumugan.
Production: Ashley Baker.
Global Communication Partner: Henrik Bjørnsen.
Production House: The Great Escape.
Film Direction Team: Wolfberg.
Art Director: Dennis Rønneby.
Copywriter: Dhiviah Arumugan.
Production: Ashley Baker.
Global Communication Partner: Henrik Bjørnsen.
Production House: The Great Escape.
Film Direction Team: Wolfberg.