Three days of elegance, performance, and beauty in the stunning Capri to celebrate Pershing’s 40th anniversary with the World Premiere of the new Pershing GTX70.
To honor 40 years of passion and excellence by embodying the company’s motto: “Do not celebrate history, make it.” Together with Pershing, we chose to mark this milestone by looking ahead and unveiling a new brand masterpiece: the Pershing GTX70. Could we do it in the usual way? Of course not. We created a launch never before attempted in the nautical world: an experience designed to amaze clients, prospects, media, and fans worldwide. A bespoke and daring event where luxury met adrenaline, performance, and design.
Another key goal was to make Capri the event’s co-star, enhancing its bold beauty and magnetic authenticity as the perfect stage for a daring World Première in pure Pershing style. From the outset, FREE EVENT and the client worked side by side to express, through every touchpoint, the essence of a brand driven by instinct, speed, and design.
In Capri, Pershing wrote a new chapter in its story, celebrating 40 years of success with the launch of the GTX70. Reinterpreting the motto “Don’t celebrate history. Make it,” the creative direction conceived a refined yet daring experience: three days of pure emotion with dinner shows, artistic performances, gourmet moments, and a parade of iconic models. The climax came at the legendary Canzone del Mare, with a drone show never before achieved in the yachting world: a breathtaking performance set to Ennio Morricone’s music, unveiling the GTX70 in all its power and elegance. A time-code visually stunning symphony where sea, lights, drones, the reflection of the moon and the movements of the yacht were perfectly synchronized despite the challenges of wind and water, merging technology, creativity, and storytelling into an unprecedented celebration of design and beauty. An immersive multisensory journey for an international audience.
