Italian car brand Abarth wanted to take an unconventional approach in their latest campaign to truly indulge people in the thrill of driving. How does a classic car brand do this? They reach out to Hunger Magazine and British photographer Rankin, tasking them with creating an immersive 360-degree digital editorial series.

The project consists of a film, still life shoots and “The Detour,” a mini-documentary series starring a soon-to-be-revealed celebrity. “Abarth approached Hunger looking to do something a little more left field than the usual campaign,” explained Rankin. "Although working in different worlds, the two brands are a perfect match, with fashionable, fun and aspirational audience bases."

Rankin shot the film and accompanying stills at London’s ExCel Centre. The final result is more akin to a luxury fashion film than the typical car commercial. A no-holds-barred, full-throttle love story; two lovers burn rubber and make their cars dance to the beat of a modern, dynamic drum track.

Another innovative project presented at the Paris Motor Show, “Abarth 124 spider Uncovered” is a digital project for the new roadster. Interconnected contents in a narrative loop draw users into a dynamic experience. The starting point is a film by Rankin portraying the sound and performance of the Abarth 124 spider from an innovative point of view, at an irresistible pace.

The campaign features will launch on HungerTV.com and Abarth digital channels, commencing on October 6 and running through to Christmas.

  • PhotographyCharlie Cummings & Neil Bennett
We Recommend
  • Singer Rosalia & actress Hunter Schafer seen drinking Erewhon smoothies & wearing matching outfits in Los Angeles
    The Hidden Meaning of Rosalía & Hunter Schafer's Smoothie Date
    • Style
  • Pharrell's Spring/Summer 2024 Louis Vuitton menswear collection
    All the Best (& Wildest) Stuff From Pharrell's First LV Drop
    • Style
  • rocky
    The Radical Authenticity of 2023's Most Stylish Celebs
    • Style
  • asap-rocky
    There's Only One A$AP Rocky
    • Culture
  • Actor Hunter Doohan for YSL Beauty's newest fragrance
    Hunter Doohan Wants You to Take a Chance on Smelling Good
    • Beauty
  • Image on Highsnobiety
What To Read Next
  • Heaven By Marc Jacobs x ASICS sneaker
    These Dad Shoe Mary Janes Are Maybe the Most Stylish ASICS Ever
    • Sneakers
  • lionel messi adidas samba
    adidas' Samba Sneaker Just Got Messi
    • Sneakers
  • Megan Thee Stallion's Nike Air Max 97 sneaker collab in orange
    Megan Thee Stallion's Nike Sneaker Brings the Fire & Ice (Just Like Her)
    • Sneakers
  • HOKA Elite Terrain System Clifton L Suede
    HOKA’s New Sneaker Isn’t Like Other HOKAs
    • Sneakers
  • Olivia Rodrigo wears a white vintage Versace dress at the 2024 Grammy awards
    Olivia Rodrigo's Sublime Outfits Are Always Older Than Her
    • Style
  • Swatch x OMEGA MoonSwatch Snoopy 2024.
    Swatch & OMEGA's Snoopy-Fied MoonSwatch Is Coming
    • Watches
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.