BRIEF

IDEA

Formerly a sub-brand of SEAT, CUPRA became a standalone performance marque after over two decades of exhilarating success on the track. With a focus on electrification and sports performance, our brief was to introduce this ambitious new challenger brand to the next generation of drivers. 

Without the marketing budget or scale of the established competition, we knew we had to take a different approach. With 87% of our next gen driver audience defining themselves as gamers, we set out to create the world’s most innovative and exhilarating, next gen test-drive in a virtual environment.