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A Trillion Possibilities

March 2016 saw the launch of the all-new Aston Martin DB11, one of their most configurable cars to date. Aston Martin required a cross-platform application that could present all of the possible variations to users. The brief was simple; build a world-class, fully responsive, configurator. All we had to work with was engineering data and material samples.

The interface had to remain as intuitive, and consistent as possible. This would also be one of the first configurators launched to be viewed by more people on a smartphone on launch date than any other device. We needed an experience that seamlessly catered for every platform while maintaining interface consistencies.


The solution had to be as intuitive as possible, but also feel alive. As though a user was being taken around the car in a real dealership and being shown the areas of the car that were relevant to the choices they were making at that time. Every option is just as important as the next to someone who is designing their dream car – and this understanding defined our experience.


Before starting the project, we expected the number of possible combinations to be in the billions, it was over a trillion.


One car. One experience. A trillion possibilities.

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