case study

Absolute Yachts 60 FLY Prisma.

Creative Concept Naming Launch Strategy The visuals Video Cannes Yachting Festival Luxury Yachting · Italy
Absolute 60 FLY · 2023 Cannes Yachting Festival
Client
Absolute Yachts
Industry
Luxury Yachting · Italy
Model
60 FLY — The Absolute Prisma
Launch
Cannes Yachting Festival
Mayor's Role
Concept to Launch — Full scope
01 — Overview

The shipyard
and the model.

Absolute Yachts is one of the most dynamic Italian shipyards in the luxury flybridge segment. Headquartered in Podenzano, in the Piacenza province, the yard is internationally recognized for its build quality, distinctive design, and continuous innovation applied to life on board.

The 60 FLY represented the biggest evolution of Absolute's Flybridge range: an entirely new model, with technical and design solutions never seen before on a vessel of these dimensions — from the forward master cabin to a rear cockpit completely free of fixed elements.

A vessel of this scale demanded communication to match: not a simple product sheet, but a narrative identity able to tell the shipyard's philosophy through a model destined to redefine its category.

Brand
Absolute Yachts
Industry
Luxury Yachting · Italian marine
Model
60 FLY — The Absolute Prisma
Launch
Cannes Yachting Festival
Mayor's Role
Concept to Launch — Full scope
"

As a prism reveals the colors hidden within light, the 60 FLY reveals new perspectives on life on board — spaces that transform, an identity that shifts with whoever lives it.

The concept — Mayor Digital for Absolute Yachts
The videos

Two storyboards,
two lives of the Prisma.

Concept video — Rendering
60 FLY – The Absolute Prisma — Concept
Watch on YouTube ↗

The animated teaser that introduced the 60 FLY to the world, before it ever touched the water.

Product video — Launch
Absolute 60 FLY – The Absolute Prisma — Product
Watch on YouTube ↗

The official film of the model on water, produced for the launch at the Cannes Yachting Festival.

02 — Scope of Work

From concept
to the Mediterranean.

"From concept to the Mediterranean: we gave a name, a visual soul, and a voice to one of the most innovative yachts on the Italian scene."

03 — Key Tasks

The work that
brought the Prisma to life.

01
Prisma naming and creative concept
Development of the narrative concept and the name The Absolute Prisma: just as a prism reveals the colors hidden within white light, the 60 FLY reveals new perspectives on life on board — multiple configurations, spaces that transform, an identity that shifts with whoever lives it. A strong, poetic, and immediately visual concept, built together with the shipyard's internal team.
Concept
02
Visual identity and touchpoint rollout
Development of the model's visual identity and its consistent application across every communication touchpoint: dedicated microsite, print materials, newsletter, social media. Every surface designed to amplify the Prisma concept and the model's premium positioning.
Visual & Content
03
Rendering and product video storyboards
Conception and development of storyboards for the rendering video — the first communication asset before the in-water launch — and for the finished product's launch video. Two storyboards, two phases in the life of the 60 FLY: anticipation and reveal.
Video
04
Interviews with the Board and institutional narrative
Preparation and management of interviews with the shipyard's Board to build the institutional narrative around the launch: management statements as a positioning tool, giving voice to Absolute's strategic vision behind the 60 FLY.
PR
05
Launch at the Cannes Yachting Festival
Managing communications pre, during, and post launch for the world première at the Cannes Yachting Festival — one of the most important events in the international marine industry. From the pre-event editorial plan to live on-site activity, through to post-launch amplification on the shipyard's channels.
Launch
CONTACT US

info@mayordigital.com

info@mayordigital.com