In Aston’s view the, “ pulsating DBX707 display on track was only matched by an accompanying 15-minute spectacle on Sphere’s Exosphere – the largest LED screen on Earth. Seeking to convey the intense sensations being experienced on track in DBX707, the immersive content featured real biometric visualizations of drivers experiencing the intensity of driving an Aston Martin at full performance, including their pupil dilation and heartbeat.”

Its largest ever race weekend marketing campaign, Aston Martin’s partnership with the Las Vegas Grand Prix saw more than 100 VIP customers entertained on each day of the event, 58 thrilling hot laps completed on the new street circuit and the reveal of immersive Aston Martin content on Sphere throughout the race week.

As part of Aston Martin’s Las Vegas Grand Prix partnership, Aston Martin showcased a unique immersive advertisement throughout the race week on the new Las Vegas landmark, Sphere, which was developed over months by creatives challenged to bring the thrilling nature of the brand’s class-leading performance cars to life. In addition to revealing the Aston Martin Aramco Cognizant Formula 1® Team’s AMR23 racecar on a never-before-seen scale, the 90-second visual installation displayed DBX707, and the world’s first super tourer, DB12, in what was the largest display of car ever created for digital media.

Aston Martin also held an off-road DBX707 adventure in the Nevada desert. Starting with a private helicopter journey, with a bird’s eye-view of the Las Vegas Strip Circuit™, guests were flown over the Grand Canyon towards the magnificent Valley of Fire State Park, where they experienced the most powerful luxury SUV on an off-road driving route.