Our aim with the global Aston Martin site was to create a cinematic experience to really show the beauty of the cars, at the same time we wanted to let the user control the narrative. Along the user's journey there are different paths they can take to discover the cars on their own terms.
Rather than taking the traditional car site approach we looked at fashion. Instead of looking at the cars as models, we saw them as collections. We didn't want to talk so much about the technical features, we wanted to show the love of beautiful and tender care that goes into every detail making these cars.
Instead of relying on a traditional navigation system, we are letting the user control the narrative with branching, interlinked content that allows for a different experience every visit while leaving the navigation more of a secondary fallback option.