A Diamond in the Rough

A Diamond in the Rough
A Diamond in the Rough2018-06-26T09:21:14+00:00

Project Description

Centigrade was asked by Rolls-Royce Motor Cars to develop a campaign concept around the pre-introduction of the new Rolls-Royce Cullinan. Named after the world’s largest diamond, this vehicle would be tested to its limits before global release online.

Rather than creating yet another piece of test drive content, we wanted to tell the Rolls-Royce story through a different lens. Over months of development, The Final Challenge was born. Cullinan would go on a journey with National Geographic adventurer and photographer, Cory Richards.

Project Details

Rolls Royce Motor Cars

Supreme Liberty

This is freedom absolute. The first all-terrain SUV from Rolls-Royce makes luxury off-road travel a reality for the first time. Pinnacle luxury is now effortless, everywhere.

Centigrade worked alongside an international team to develop storylines across three very different landscapes. “A Diamond in the Rough” was filmed in the highlands of Scotland, the sand dunes of the United Arab Emirates and the canyons of the USA, pushing the boundaries of car, drivers and the adventurer, reaching potentially over 150M people.

Lapinus can absorb up to 95% of water with no change to material strength.


One Life. Many Lifestyles.
Explore every possibility. Forge your world around you. Cullinan is for those who live a life of many facets. Those who know that anything is possible.

Design for the Lapinus Periscope, installed to show “the story beneath the scenes.”


Overcome every obstacle.
Take the world in your stride. Cullinan’s advanced chassis technology and aluminium spaceframe handle dramatic landscapes with intelligence and ease.

Project Details

Skills Needed:

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