The new Urus SE Performante launch film unfolds as a cinematic ascent through human ambition, precision, and the instinct to reach higher.
Link: https://www.youtube.com/watch?v=5ZtLH3s8Wvg
Automobili Lamborghini and Dentsu Creative Italy unveil the launch film for the new Urus SE Performante, the new pinnacle of the Urus range and the most powerful expression of Lamborghini’s Super SUV philosophy.
Built around one essential question — “What is the highest you can reach?” — the film transforms the launch of the new Urus into a story of elevation. Not only the physical climb of a Lamborghini conquering an imposing mountain road, but the inner drive that has always pushed pioneers, creators and visionaries to move beyond the limits they had just reached.
As the car rises turn after turn, the ascent is intercut with milestones from human history: moments when progress was not achieved by stopping at the summit, but by looking beyond it. The mountain becomes more than a landscape. It becomes a measure of ambition.
Rather than relying on speed as spectacle, the film finds its intensity in control. Metaphysical mountain roads, archival images that echo like memories, and meticulously crafted cinematography and sound design carry the emotional weight with restraint and precision. Every turn, engine note, and silence is shaped to express a different kind of Lamborghini power: not merely explosive, but elevated, focused, and exact.
Directed by Rúnar Ingi and produced by Indiana Production, the film marks a new chapter in Lamborghini storytelling. It translates the brand’s pioneering DNA into a visual journey that moves, quite literally, ever higher — from road to summit, from performance to purpose, from achievement to the next impossible goal.
“The more we work with Lamborghini, the prouder we are of what we are building together. Every new project is a chance to move the brand into a more meaningful and culturally relevant territory, without losing the power, instinct and attitude that make it unique,” said Maurizio Tozzini, Executive Creative Director at Dentsu Creative Italy.
With Urus at its Peak, Automobili Lamborghini reaffirms a belief that has always defined the brand: reaching the highest point is never the end of the journey. It is the place from which the next one begins.
Credits:
Client: Automobili Lamborghini
Brand Marketing Coordinator: Maurizio Pietro Grande
Marketing Campaign Brand and Corporate: Violetta Galia
Creative Agency: Dentsu Creative Italy
Chief Creative Officer SEMENAT: Riccardo Fregoso
Executive Creative Directors: Maurizio Tozzini, Stefano Tunno
Creative Director: Francesco Sgritta
Art Director: Silvia Sciotta
Copywriter: Santiago Cancela
Head of Design: Laura Liguori
Senior Motion Designer: Matteo Milone
Senior Designer: Stefano Trolese
Head of Client Service: Anna Chiara Pelletti
Client Supervisor: Federica Sacco
Client Executive: Elena Longoni
Senior Strategist: Rosa Sirico
Strategist: Riccardo Spreafico
Creative Progress Director: Antonella Vicari
Progress & Creative Excellence Coordinator: Giorgia Croce
Growth Manager: Chiara Lamera
PR Manager: Alessandro Turchi
Production House: Indiana Production
Executive Producer: Karim Bartoletti
Senior Producer: Silvia Bergamaschi
Producer: Alice Cigada
Assistant Producer: Barbara Romanello
Production Manager: Marco Alzati
Post Producer: Alga Pastorelli
Talent Research: Giampaolo Rossi
Director: Runar Ingi
Dop: Ottar Gudnason
Editor: Luca Angeleri
Second Editor: Simone Moraca
Color Grading: Claudio Beltrami
Post Production: 22Dogs
Supervisor VFX: Marco Negri
Supervisor AI: Aron Galabuzi
VFX Producer: Federica Sbattini, Barbara De Rossi
CGI artist: Alessandro Feliciani, Daniele Zambelli, Mattia Vergara, Riccardo Favaro, Carlo Ballot
AI artist: Bishoy Samaan, Carlo Pietramale, Luca Milia, Paisal Patopang, Stefan Rachev
Flame artist: Francesco Bianco
Music: Hakan Eriksson
Music Supervision, Sound Design & Mix: @ballad.co
Music Supervisors: Gregers Maersk Moeller & Adrian Aurelius
Sound Designers & Mixers: Philip Flindt & Adrian Aurelius
EP: Gregers Maersk Moeller
Voice Over: Andy Lipshultz
Post Audio: Bravagente
Production Advisor: Sabrina Allaria, The Production Advisory Group