Black Badge


Step into darkness

Rolls-Royce Motor Cars has unveiled Black Badge: a dark, edgy lifestyle statement and a new twist on their iconic models Ghost and Wraith. The Black Badge attitude speaks to today’s generation of young, self-empowered rule-breakers. It embodies a more assertive, confident and demanding side to the brand – a bolder aesthetic and a more driver-focused performance. 


A bold new luxury

AKQA partnered with Rolls-Royce to bring the campaign alive through every touch-point, from film and photography to digital and social. The team also created a distinct identity for this new offering, including visual direction and tone of voice. Working collaboratively with director Joe Windsor-Williams, the story of Black Badge is told through a thrilling 90” film which takes you on a journey through the city at night.



Film Views

On YouTube, the Black Badge campaign film retained its audience at a higher rate than previous Rolls-Royce films with viewers watching on average 80% of the full length video.


leads generated

The campaign led to an increase in lead generation, with 200% more leads generated than the previous week. 71% of the submissions viewed the Black Badge campaign page.


41,000+ Brand Mentions


This is Black Badge

A dedicated, fully-responsive microsite turns this film into an interactive experience – exclusively available for prospective buyers.  Narrated into segments, these customers are given the unique chance to look more closely at each detail of the new Black Badge models. The microsite incorporates two tilt-mechanisms, which use device orientation to drive the image sequences and parallax background imagery.

Above link is best experienced on mobile and tablet.



Made possible by the following:

Agency: AKQA London
Creative Director: Gradwell Sears
Associate CD: Paul Ostryzniuk
Senior Designer: James Hayter
Designer: Natalie Lee
Copywriter: Abby Worth
Director: Joe Windsor Williams
Producer: Beth Wightman
DP: Marcus Waterloo
Male Lead: Rob Barnes
Female Lead: Lidija


Other work


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