ANGELA SZETO

Design, Art Direction & Creative Strategist

McLaren China Brand Launch

Everything at Mclaren is designed and designed for a reason. From Norman Foster yin-yang inspired building, to the F1 race cars, McLaren P1, 12C and 12C Spider road cars, Mclaren is obsessed with optimizing every detail, material, technology, shape, form and finish. The entire enterprise – people, plant, processes, philosophy and culture are designed to "optimize" – resulting in cars of spectacular performance, advanced technology and stunning beauty.

McLaren Automotive announced its entry into China in September 2013. The challenge was to reduce spending accordingly, but still deliver an event consistent with Mclaren quality. The objective was to make guests feel that they are true participants (and insiders) in the adventure and purpose of the brand. The result was to create a scenario that offers unprecedented access and intimacy with Mclaren Automotive's culture, philosophy, technology and especially, their people.


  • Role: Creative Director
  • Client: McLaren Automotive China
  • Agency: Freelance for Clearsea
  • Year: 2013

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