top of page
Damn Good Productions Ferrari Launch

Ferrari F8 Spider Launch

The Ferrari F8 Spider is the most powerful V8 the Italian marque has ever produced.  The client's brief called for a high-profile launch event that pay tribute to this impressive vehicle, and would be a "must attend" event for guests already in town for the Melbourne F1 Grand Prix.  The event would attract significant media coverage, so every element would need to be considered - location, talent, branding, PR, and reveal method..


The Damn Good team produced a "multi-stage" event at the brand new URBNSURF surf park - the only venue of its kind in Australia.  This was to be the first corporate event the venue had ever held, making it a very desirable location for guests.  The giant wave pool provided a real "wow" factor.  As guests arrived they were greeted by brand ambassadors who signed them in (guests had pre-registered for surf classes to be held later in the evening), and then passed by a media wall.  The "pre-show" was a cocktail event held amongst classic Ferraris with guests also being able to view the latest Hublot watches.  

Guests then moved to the main stage, set in front of the venue's twin surf lagoons for the much-anticipated reveal as well as a welcome from both event MC, Fox Sports Australia presenter, Jess Yates, and the president of Ferrari’s Far East and Middle East hub, Dieter Knechtel.  "Roary", the venue’s giant wave generator came to life, with attendees being treated to a pre-launch specially programmed wave set performed by seven of Australia’s top surfers.


Following the live surf show, excitable guests finally got the chance to get their first peek at Ferrari’s newest release — the giant LED video screens house on the lagoon-set stage splitting to reveal the F8 Spider driven out by none other than driven by the stars of the Scuderia Ferrari F1 team, driver Charles LeClerc and team principal, Mattia Binotto.


Following the car’s debut, LeClerc and Binotto took to the stage to take part in a Q&A before the audience were moved to the post-reveal party area, complete with custom designed menus and entertainment from Sneaky Sound System’s Connie Mitchell and Black Angus.  Many guests chose to take part in surf lessons as they tested the waves in the twin surf lagoons.


  • Full creative conceptualisation and execution

  • Venue selection and liaison

  • Talent contracting and management

  • Audio visual production including sound, lighting, staging , rigging and LED screen

  • Video content pre-production

  • Decor including custom-branded accessories 

  • Event live stream

  • Video production (including aerial footage with special clearances due to location near airport)

  • Post-event electronic press kits

  • Catering management including menu curation

  • Signage and print management

  • Security

  • Provision and briefing of Brand Ambassadors

"In an extravagant event - even by uber-premium car brand standards — Instagram influencers, footballers and WAGs, actors and a handful of out-of-place motoring journalists were among the 400-odd people on hand at Melbourne’s URBNSURF wave park to see the unfirling of Ferrari’s new drop top, as pro surfers did their thing in the background and Sneaky Sound System ran through some tunes.  Ferrari Formula One driver Charles Leclerc and team boss Mattia Binotto drove the car onstage.  Like we said: extravagant." The West Australian

bottom of page