$3 Million Dollar McLaren Senna Hoisted into $40 Million Dollar Penthouse – Sapphire By The Gardens

AX Creative was tasked with documenting one of Melbourne’s most extraordinary real estate and automotive moments—the hoisting of a $3 million McLaren Senna into a luxury penthouse at Sapphire By The Gardens. The project required capturing high-impact visuals for PR, marketing, and digital campaigns under intense time and operational constraints.

Client:

Sapphire By The Gardens

Services:

Photography

Videography

Year

2024

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The Opportunity

Capturing a world-first moment that reached millions globally

This was more than a documentation project—it was a once-in-a-lifetime moment with massive viral potential. The opportunity was to capture content that not only records the event but transforms it into a compelling story that resonates across digital platforms and media channels.

Strategy

AX Creative approached the project with a focus on speed, precision, and storytelling.

The goal was to capture key moments in real time while ensuring the final content was engaging, shareable, and optimised for digital distribution.

Approach included

Real-time event documentation
Cinematic storytelling for social and PR use
Multi-platform content strategy (social, EDMs, PR)
Efficient production under tight constraints

Execution

The shoot took place during a tightly scheduled early morning operation involving over 80 workers and a full street shutdown.

Working under pressure—with limited battery resources—the team prioritised capturing critical moments of the hoisting process, from preparation to final placement. Every shot had to be intentional, with no room for error.

Despite these constraints, the team successfully captured a complete visual narrative of the event, delivering content ready for immediate distribution across marketing channels.