Rolls-Royce Motor Cars
Phantom Tempus
Discover a new dimension.
![RR Tempus Hero](https://images.ctfassets.net/feazk3r7m969/39T3r92kqMZBMr5Yl8G2e4/87662bc0457beb610e73238ed8fbc0d6/Hero.jpg?w=1920&q=70&fl=progressive)
Insight
Phantom Tempus is a world of its own, where external pressure and time are placed on hold. In this space, owners are masters of their universe, defining their own terms.
Rolls-Royce’s newest collection car draws inspiration from pulsar stars: formidable, magnetic forces controlling all within their orbit. A pulsar star’s qualities mirror those of both Phantom and Rolls-Royce’s ultra high-net-worth audience — rare individuals at the height of their powers.
![RR Tempus Image 01](https://images.ctfassets.net/feazk3r7m969/7rZBRn81dkZzu91ZFfSnGw/5c5e44c04889792b0d167ef48e99e4f2/Image_01.jpg?w=1920&q=70&fl=progressive)
Idea
Transport audiences into the Phantom Tempus Dimension: an immersive and digital 360° experience built in celebration of the limited-edition car.
With Covid-19 restrictions limiting dealership appointments and travel, a digital focus addresses two key elements: an alternative for in-person viewings and a needed dose of escapism under lockdown.
In response, Rolls-Royce has unveiled the Phantom Tempus Dimension. This fully realised environment offers an introduction and tour of the car. Discoverable hotspots highlight key features and a narrator reveals the car’s design inspiration. In place of the static sequencing traditionally found in 360° experiences, visitors self-direct the journey, deciding when and where to explore next.
![RR tempus image 04](https://images.ctfassets.net/feazk3r7m969/33znvBxtlwBSGxBgPkA07F/428bb299a969ae07a818b67fa6ed43b4/Image_04.jpg?w=1920&q=70&fl=progressive)
Delivering the Phantom Tempus Dimension involved 8K renders and 360°-specific photography techniques, including digitally stitching together the car’s angles for a complete picture and projecting the environment onto the car’s surface for accurate reflections.
Beyond the conception, production, and delivery of the Phantom Tempus Dimension, the car is celebrated with a new product site page, social media and press.
![RR-Phantom-bts1](https://images.ctfassets.net/feazk3r7m969/69v7yPTjB0QFvj3MmXAUWW/d99a54f8df86a58dc39aff2e885526b6/Image_03.jpg?w=1920&q=70&fl=progressive)
![Phantom Tempus - bts2](https://images.ctfassets.net/feazk3r7m969/psY2Dr038JtsqF0jMW40T/c7875e182edb3cf8b608735822e6ab75/Phantom_Tempus_-_bts2.jpeg?w=1920&q=70&fl=progressive)
The creative execution for Phantom Tempus was another eloquent solution of digital story-telling. AKQA proposed the use of 360 technology, weaving the narrative seamlessly through the website, resulting in record engagement and attention to the launch.
![Phantom Tempus - image 5](https://images.ctfassets.net/feazk3r7m969/6WwHSeFVFbOJcPH87izQxH/4b47516b216421057164a3a8a83e760b/Tout.jpg?w=1920&q=70&fl=progressive)
Impact
The Phantom Tempus Dimension is the first 360° experience presented by Rolls-Royce, marking a new chapter and opening the door on experimental digital experiences and virtual world-building.
It also steers Rolls-Royce towards a new era of strategic thinking, where content is created specifically for its platform in place of being leveraged across channels.
All 20 of the limited collection cars are sold, and a surplus of interest is drawn from the top 1% of owners: the most valuable subset of Rolls-Royce’s audience.