How King Creative Brought Aston Martin & Lenovo’s VR Vision to Life
When two iconic performance brands come together, the experience can’t be ordinary.
King Creative was engaged to conceptualise, produce and execute a premium virtual reality activation that united Aston Martin Australia and Lenovo ANZ, transforming the traditional test drive into a fully immersive 360° brand experience.
Building on Lenovo’s long-standing global relationship with Aston Martin which began in 2018 with the ThinkPad P1 supporting Aston Martin’s design process. This campaign marked the next chapter.
This time, innovation wouldn’t sit behind the scenes.
It would sit directly in the hands of the customer.
Reimagining the Test Drive
Aston Martin is synonymous with precision, craftsmanship and power. The challenge was clear:
How do you capture the emotion of driving an Aston Martin within a live event environment?
King Creative designed a solution that blended storytelling, technology and experiential engagement.
Using the ThinkPad P1 as the production powerhouse and the Lenovo Mirage Solo VR headset as the engagement device, we helped create a 360° virtual driving experience that placed guests inside the world of Aston Martin.
This wasn’t a static display.
It was full immersion.
The Technology Behind the Experience
The ThinkPad P1 powered the production process, enabling seamless editing of high-resolution 360° footage filmed across multiple locations. Its performance capabilities allowed the team to manage full-scale immersive content creation with efficiency and precision.
The Lenovo Mirage Solo headset then became the gateway for customers, transforming spectators into participants.
Guests were no longer viewing the vehicle from the outside.
They were stepping inside it.
This marked the first virtual reality experience of its kind delivered in collaboration between Aston Martin and Lenovo in Australia, demonstrating how technology can elevate luxury engagement.
Launching on the World Stage: 2019 Formula 1 Australian Grand Prix
King Creative rolled out the activation at two major touchpoints:
Aston Martin Launch Event
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150 VIP guests experienced the VR activation
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Lenovo brand partnership mentioned live on stage to all attending guests
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Premium, controlled environment designed to reflect the sophistication of both brands
2019 Formula 1 Australian Grand Prix – Melbourne
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Activation delivered within an event footprint of 300,000+ attendees
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800 consumers participated in the Aston Martin VR experience
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High-impact content captured live, extending reach beyond the track
Set against the energy of Formula 1, the activation aligned perfectly with the shared values of speed, innovation and performance.
Turning Technology Into Emotion
This campaign wasn’t about showcasing hardware.
It was about using technology to translate performance into feeling.
By bringing together Lenovo’s high-performance devices and Aston Martin’s luxury automotive excellence, King Creative created an experience that:
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Elevated customer engagement
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Expanded access to the brand story
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Demonstrated innovation in action
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Reinforced the power of strategic brand partnerships
Because when technology is applied with intent, it doesn’t just support creativity — it amplifies it.
And at King Creative, that’s exactly what we’re built to do.
