liter inline-4 hybrid
(from Fisker Press
Release) FISKER AUTOMOTIVE LAUNCHES INTERNATIONAL BRAND
IDENTITY AND WEBSITE FOR “PURE DRIVING PASSSION”
Campaign premiers with
website featuring work by world renowned photographer Miles Aldrige
and Academy Award-nominated cinematographer Wally Phister
(Inception, The Dark Knight, The Italian Job)
IRVINE, CA July 1, 2010: Fisker Automotive, the American
manufacturer of elegantly designed, premium plug-in hybrid electric
vehicles, and Southern California-based global branding experts
Lambesis, announced today the launch of Fisker’s international “Pure
Driving Passion” campaign for the acclaimed Fisker Karma. The
fully-integrated campaign debuts today with the launch of
FiskerAutomotive.com. The site will inform customers about PHEV
technology and is the precursor to the Fisker Karma launch scheduled
for the end of this year.
The “Pure Driving Passion” campaign was born from the compelling
Fisker design philosophy that the auto industry can only be elevated
by refusing to compromise. Fisker Automotive’s unyielding pursuit of
pure design led the company to design one of the most sustainable
and accountable vehicles in automotive history. The all-new campaign
was created to reflect these impassioned principles.
The campaign celebrates how the Karma redefines automotive marketing
through the seamless blend of eco-minded luxury, exhilarating
performance, the sensuality of superior comforts and unparalleled
A major campaign objective was to educate the public on how
eco-consciousness is sexy. To graphically communicate the sensuality
of the Fisker Karma’s sustainable designs, world-renowned
photographer Miles Aldridge captured beautiful images that express
the brand’s captivating, sexy essence. The provocative campaign
imagery reflects how Fisker Automotive is dramatically changing the
industry with an unrestrained passion for pure design.
The striking photography is complemented by the breathtaking live
action film, “Melting Ice,” shot by Academy Award-nominated
cinematographer of Inception, The Dark Knight and The Italian Job,
Wally Pfister. The thrilling vignette showcases the sensuality and
exhilaration of introducing the world to a pure driving experience
with no inhibitions.
The global launch of FiskerAutomotive.com kicks off the campaign and
is the first of many exciting things to come for the burgeoning
For developing the campaign and brand identity, Fisker sought the
help of Lambesis based on the agency’s full-service, integrated
approach to building brands and its more than two decades of success
creating iconic brand experiences that have consistently delivered
dramatic increases to brand value and sales across its portfolio.
The site Lambesis created presents users an immersive and emotional
experience with dynamic content that provides a powerful
introduction to the Fisker Karma.
“We wanted FiskerAutomotive.com to redefine automobile industry
interactive design with a fluid experience that is rooted in
Fisker’s leading edge design, environmental consciousness,
performance, and sensuous luxury,” said Marti Eulberg, VP of Global
Sales and Marketing. “That’s why we came to Lambesis.”
The fully-integrated website presents a compelling extension of the
meaning of sustainability with forward thinking site elements that
challenge staid conventions of interactivity. With a brilliant HTML
5 architecture, mobile site compatibility, and countless progressive
design mechanics, the site pushes the boundaries of online
“We sought to capitalize on the enormous potential of Fisker
Automotive’s innovative product by creating the most distinct,
ownable and sustainable brand positioning and image, expressed first
and foremost in the most premium and innovative website,” said
Lambesis President and Executive Creative Director Chad Farmer.
When browsing the site, users are presented with two stylized
navigation modes that reflect the thrilling sensation of driving the
The site launch also lays the groundwork for fully-integrated social
media and owners channels linked to the site. Fisker.me, the
exclusive owner’s only social hub, invites Fisker advocates to
network within the protected community of fellow enthusiasts. The
site’s social media channels will also actively engage key pillars
of the brand with ongoing public conversation in the digital space.
“We wanted a site that delivers Fisker enthusiasts a deep, rich
experience with the brand through the best online technologies
available. Lambesis’ history developing stylish, iconic brands made
the agency a perfect fit to help create Fisker Automotive’s Pure
Driving Passion campaign and international site development” said
Fisker Automotive, Inc. CEO Henrik Fisker.
Echoing the design interface and sensibilities of the main
navigation, an interactive Configure section enables users to
customize Karma options and submit to local Fisker retailers. The
configurator also provides consumers with detailed 360 views that
allow for seamless interaction with their creation.
“The Karma was born from a conscious decision to create striking
forms that draw inspiration from the timeless beauty of nature.
Building the Karma site was a natural extension of this philosophy,”
said Brian Munce, Executive Director of Client Services at Lambesis.
Defining the leading edge in online marketing is nothing new for
Lambesis. After designing the first virtual showroom for Hitachi and
launching the premiere online short film series for a spirit brand
with the SKYY “Cocktail Moments” campaign, Lambesis extends its
success as online innovators to the auto world with the all-new
Fisker Karma international site.
Partnering with Fisker Automotive comes at the height of an exciting
time for Lambesis, with their latest global campaign for Campari,
featuring Jessica Alba, having launched worldwide last year, and as
the agency has been hard at work positioning brands for clients,
including Coca-Cola’s leading water brand DASANI, Gruppo Campari’s
SKYY Vodka, luxury fine jewelry brand Tacori, LVMH’s Grand Marnier,
and legendary fitness destination, World Gym.
About Fisker Automotive, Inc.
Fisker Automotive is a
privately owned, premium American car company creating
environmentally conscious vehicles with style, power and
performance. Global headquarters are in Irvine, California, USA.
The company was created in 2007 to leverage the design capabilities
of Fisker Coachbuild, LLC, founded by auto design veterans Henrik
Fisker and Bernhard Koehler, and the PHEV powertrain capabilities of
Quantum Fuel Systems Technologies Worldwide, Inc. (NASDAQ-QTWW), a
major Tier 1 supplier of clean vehicle technologies to automotive
Previously, Fisker, CEO, was a board member and design director for
Aston Martin, as well as president and CEO of BMW’s DesignworksUSA.
Koehler, COO, led operations for Ford’s Global Advanced Design
Studio and created concept cars for Aston Martin, MINI and BMW.
Fisker Automotive’s first car is the Fisker Karma, the world’s first
premium Plug-in Hybrid Electric Vehicle (PHEV). The four-door Karma
will be followed by two variants and a second line of lower cost,
high volume premium green automobiles. For more information visit
About Lambesis, Inc.
Two decades of building
iconic brands using a unique creative-driven process has earned
Lambesis international recognition. As the brand development company
that pioneered full-service integration and new media, Lambesis
unifies the entire realm of research and communication to build
brands. Lambesis’ capabilities include strategy, research, design,
creative, interactive and web development. The remarkable success of
the agency’s campaign for Airwalk was celebrated in Malcolm
Gladwell’s best-selling book “The Tipping Point,” and numerous
textbook case studies and industry publications cite Lambesis’
success in building and marketing brands worldwide. For more
information, visit www.lambesis.com.