MCLAREN
Case Study
THE MAKING OF MCLAREN'S JC96 TEASER
To mark the launch of the 750S JC96, a supercar exclusive to the Japanese market, the brief was rooted in heritage.
Limited to just 61 cars, each one pays tribute to the McLaren F1 GTRs that competed in the 1996 All Japan Grand Touring Car Championship.
The challenge was to capture that legacy in a way that felt authentic, not just visually, but culturally. Subtle nods to the 90s era, motorsport references, and a sense of nostalgia all had to be woven in without it feeling forced.
A MIXED
MEDIA APPROACH
Rather than relying on a single technique, we combined multiple approaches to get the right result.
At the core were 3D models of the car, giving us control, precision, and realism. Around that, we layered in different types of media, blending textures, treatments, and editorial techniques to build something that felt rich, tactile, and true to the era.
The aim was to avoid anything overly polished or clinical, and instead lean into a slightly raw, nostalgic feel, closer to how this world was originally experienced.
BUILDING
THE RIGHT
FEEL
Projects like this are less about any one technique, and more about how everything comes together.
Pacing, composition, texture, and restraint all play a part. It is about knowing what to show, what to hold back, and how to guide the viewer without overloading the frame.
That balance is what stops something from feeling generic and gives it more weight.
There is always a temptation to overcomplicate or overproduce.
In this case, keeping things focused and intentional was key. Letting the subject matter lead, and making sure every element had a purpose.
The result is something that feels cohesive, not just visually, but tonally as well.
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LOOKING
AHEAD
As a creative studio, adapting is part of the job. But the fundamentals stay the same:
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Taste
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Direction
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Craft
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Decision-making
That is ultimately what shapes the work.
The tools and techniques will always change, how you use them is what makes the difference.
