McLaren marks Abu Dhabi showroom opening with new film ‘The Perfect Line’

Article by Christian Andrei, on May 27, 2012

At the opening of McLaren Abu Dhabi, a short film with the title “McLaren 12C finds ‘The Perfect Line’ at Yas Marina Circuit” was released. McLaren Automotive produced this video (the latest in a series) to signify its expansion throughout the globe. This visually dynamic film is set within the emirate of Abu Dhabi.

It combines striking aerial footage and high speed action shots as the 12C is driven past desert and urban scenery before it takes on the Formula 1 track at Yas Marina.

According to McLaren Automotive Regional Director, Middle East and Africa, Mark Harrison, the company aimed to make this video to emphasize its presence throughout the Middle East and reaffirm how committed it is to set up its brand in the region.

The 12C offers the same comfort on the road as a premium sedan but it’s still quicker than any competitor car in its segment. This outstanding video demonstrates this fact. It shows off how beautiful the desert is. It also captures the emotion of the urban environment and the excitement in the world famous Formula 1 circuit. The film took six days to shoot, using the most advanced RED camera technology.

This is the latest approach to film-making, offering very high definition quality footage that are more commonly used in cinematic films. An extra benefit of the RAW footage, which is shot in four times higher resolution than traditional High Definition (HD), is that it is very versatile.

More footage was shot using a pre-release of the 1DX, Canon’s latest flagship DSLR camera. The new film is proof of McLaren Automotive’s commitment to the Middle East, a region known for its passion for high-end sports cars and comes with various images of the 12C on desert and city roads in the Abu Dhabi Emirate, as well as on the Yas Marina track.

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