Qoros: Rewind

This director’s cut tells the story of one car—backwards.

Knucklehead delivers its first piece of work for the Chinese market on the Qoros 3 Sedan, the first model of the new brand. Qoros Auto Co., Ltd is a new international automobile company aiming to become the first to originate in China and gain worldwide acceptance. In order to tackle the unsafe and substandard stereotype of Chinese vehicles, BBH Shanghai created this film primarily for car market shows in Geneva and Shanghai.

Director Gary Shore’s Rewind tells the story of one 3 Sedan from the moment of its completion, all the way back to the designers’ first sketch—highlighting the many individuals involved along the way. The advert ends with the designer’s hand hovering over his desk and the statement, “What would you build if you had a blank sheet of paper?”