I think the point is that the enthusiasm was dampened by the way Ferrari controlled the story. People use not just what they say, but how they film, to tell a story. It’s why we have directors for films and not just writers. By forcing everyone to use the same film crew it made every story seem too similar, and thus more generic and less authentic.
I wasn't privy to how they conducted the rollout beyond what was in this article - mentioning that people were asked their opinion on EVs beforehand. You might have mentioned that everyone was forced to use the same film crew in this article, but I read it twice and didn't find that claim. The only thing I could find related was "By overproducing the event..." Sorry I missed that everyone was forced to use the same film crew.
Ah, got it. It's in the full article linked, not in the bit that I blockquoted! Her'es where the full quote is:
"Now that’s one thing and you know, for myself, that’s kind of like right, y’know, accept that, take that seriously, but that was then combined with this exceptionally peculiar filming setup and in particular, that we had to use their camera operators, their camera equipment, and they kept all the footage to share with us only a couple hours before the embargo dropped. Now, in my opinion, you can’t have both of those. If there’s going to be a massive fine, then let you get the right content, let you shoot it correctly, let you get the right messaging and explain the car. If you’re going to be leaving the memory stick with them, then you can’t leak it anyway because they’ve got it. You’ve not done anything wrong. This was a completely unique scenario."
"journalists have become PR representatives for automotive companies"
Or maybe, just maybe, some of them are actually excited about EVs and are stoked to cover stories like this?
I think the point is that the enthusiasm was dampened by the way Ferrari controlled the story. People use not just what they say, but how they film, to tell a story. It’s why we have directors for films and not just writers. By forcing everyone to use the same film crew it made every story seem too similar, and thus more generic and less authentic.
I wasn't privy to how they conducted the rollout beyond what was in this article - mentioning that people were asked their opinion on EVs beforehand. You might have mentioned that everyone was forced to use the same film crew in this article, but I read it twice and didn't find that claim. The only thing I could find related was "By overproducing the event..." Sorry I missed that everyone was forced to use the same film crew.
Ah, got it. It's in the full article linked, not in the bit that I blockquoted! Her'es where the full quote is:
"Now that’s one thing and you know, for myself, that’s kind of like right, y’know, accept that, take that seriously, but that was then combined with this exceptionally peculiar filming setup and in particular, that we had to use their camera operators, their camera equipment, and they kept all the footage to share with us only a couple hours before the embargo dropped. Now, in my opinion, you can’t have both of those. If there’s going to be a massive fine, then let you get the right content, let you shoot it correctly, let you get the right messaging and explain the car. If you’re going to be leaving the memory stick with them, then you can’t leak it anyway because they’ve got it. You’ve not done anything wrong. This was a completely unique scenario."
https://www.theautopian.com/chris-harris-and-shmee150-say-ferrari-acted-paranoid-around-luce-reveal-shmee-says-automaker-threatened-journalists-with-a-699000-fine/
It’s as though they reimagined Ferrari as a Japanese car company while they designed this.