the ask:
introduce a refreshing content partnership for high-energy, luxury brand aston martin with a zillennial face who stands for artistry.
the context:
an amazing brand like aston martin has a wide range of vehicles: from high-end two-seaters to the family-friendly, premium SUVs. asians with disposable income and a desire to invest in luxury craftsmanship are getting younger and younger when it comes to selecting their favourite vehicle. how do we increase visibility and create talkability about a brand rooted in high-end tradition?
the solution:
we aligned Aston Martin’s premium brand identity with the raw, hypnotic energy of premier techno DJs beauz, creating a distinct narrative of precision, sleek design, and shared intensity through social media content.
but not just any social media content. reaction videos.
BEAUZ is not our average celebrity client. They have a tight handle on all content they do – more so than other industry players in their category. Every piece of content or collaboration they do has a narrative that’s tight down to the visual sequence or the glasses they sport.
While they had made incredible headway connecting with audiences around the world, they hadn’t been able to close the distance between them and luxury, much less collaborate with a luxury brand.
That was a challenge we wanted to solve, because the boys have great taste and play to thousands of people who could afford to fly for shows, buy extraordinary rave outfits, and constantly be at the top-spending clubs or festivals.
Here was our strategy:
Prior to their Singapore show, we’d noticed that BEAUZ had been releasing some fantastic content, a format that performed well on Reels and TikTok. The video set-up was similar: the brothers in the front seat of a car, shades on, playing their own music.
“Reacting to an Unreleased Banger.”
“Rate this Bounce.”
“Drop 1 or 2?”
They’d play the track and vibe in the car, headbanging to their own music (because if your own tracks are just THAT good, you’d obviously vibe to it). The setting was natural: two dudes playing music in a car. Except it was THEIR music, and it was techno with the bounciest beats and sickest drops – and their level of unabashed, unhinged headbanging in the car got people sharing, commenting, and engaged with their music long after the video stopped playing…
…because when they’d head to their own cars, they’d mimic this behaviour. Stare at the car radio and start blasting BEAUZ on their aux.
This car format? our solution to the luxury pivot.
Fast forward to Singapore. The boys have this sleek song called SPEED RACER. Tight melody, beats that keep drilling, and a drop that comes in so slick and swiftly, it’s like its name was James Bond.
Perfect match.
Where to film the next “car reacts?”
In the James Bond of all cars.
Thus came the strategic partnership with Aston Martin. The brand wanted to refresh the image and association with Asian drivers – more modern profiles with high-impact reputation. They also happened to be highlighting sound systems as one of the lead features of their cars.
After the first two sets in the Vantage, the boys hopped out. Headed to chat with their mom about their LNY plans.
I’d seen an Aston Martin DBX sitting in the front of the showroom. Family car.
I asked the Aston Martin team. “Sometimes they film with their mother – passenger queen. The SUV is a family car. Both boys could still be in the scene.” Bernie, the oldesr BEAUZ brother ambled over. “Mom agreed to be in a shot”, he said. I grinned. “Can she agree to be in a video?
Three people now, but two words: They. Cooked.
As if the two of them reacting to their most popular track in an Aston Martin Vantage wasn’t enough…
…they brought in Mom to react to an unreleased track in THE ultimate SUV.
Of course, because of all the headbanging, with every alternate beat you could see the iconic Aston Martin winged logo. The brand? Loved it.
We took an editorial set of the boys with the Vantage, and then a split of 3 video content deliverables. Teased the editorial content first to build up the hype around BEAUZ’s shiny new look, and then reinforced the chemistry between the pairing of an ultraluxury car brand and two techno DJs with a series of iconic reaction videos.
That was BEAUZ x Aston Martin Singapore.
By identifying overlapping values of performance and sonic mastery, a platform was established where luxury automotive heritage organically engages with a forward-thinking, culturally plugged-in demographic.
service:
To bring this vision to life, we deployed full-scale content production and specialized artiste management. From securing and coordinating the electronic talent to managing on-site talent logistics, every element of the collaboration was meticulously handled to protect the creative integrity of the performers while maximizing brand alignment. quality visual assets—capturing the sharp angles and rich crimson finish of the Aston Martin Vantage alongside the artists—were produced to serve as the campaign’s core creative output. This holistic approach ensured that the content resonated as an authentic cultural statement, demonstrating aimer agency’s capacity to seamlessly unite the worlds of elite performance and subcultural artistry.
AIMER 
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