Uploaded August 2026 | Updated September 2026, 1 week ago
When Ferrari launches a car, you expect champagne and red carpets. What Shmee150 described after the Ferrari Luce reveal in Rome sounded more like an intelligence operation. Sealed phones, confiscated equipment, four separate security checkpoints, and a reported €600,000 penalty hanging over every journalist and creator in the room if a single detail leaked before the embargo lifted. That's roughly $700,000 for one photo. And it worked. Nobody said a word.
This video breaks down everything Shmee revealed about Ferrari's first electric car launch. Why he had no issue with the embargo itself, but had never in his career been asked to accept personal liability for a figure that size. The four rounds of device inspection before anyone even saw the car. Why Ferrari made creators use Ferrari's own camera crews and held the footage until hours before the embargo lifted, which Shmee pointed out was contradictory: if Ferrari controls the cameras and the files, nobody can leak them anyway. And the 30 minutes attendees got with a static car, surrounded by Ferrari staff close enough to hear every word.
Then there's the part that says the most about where car media stands now. Around 200 automotive journalists couldn't even start the car, while tech creators like Marques Brownlee and Cleo Abram reportedly got private track time and driving access. Chris Harris wasn't invited at all. It makes sense when you look at the Luce, developed with Jony Ive's LoveFrom, with Apple Watch style dials and an iPad-like screen. But the ultimate irony is that Ferrari built a fortress around a launch and still couldn't control the one thing that mattered. The design got torn apart anyway, and no amount of security stickers could stop people from simply seeing the car and deciding for themselves.
When Ferrari launches a car, you expect champagne and red carpets. What Shmee150 described after the Ferrari Luce reveal in Rome sounded more like an intelligence operation. Sealed phones, confiscated equipment, four separate security checkpoints, and a reported €600,000 penalty hanging over every journalist and creator in the room if a single detail leaked before the embargo lifted. That's roughly $700,000 for one photo. And it worked. Nobody said a word.
This video breaks down everything Shmee revealed about Ferrari's first electric car launch. Why he had no issue with the embargo itself, but had never in his career been asked to accept personal liability for a figure that size. The four rounds of device inspection before anyone even saw the car. Why Ferrari made creators use Ferrari's own camera crews and held the footage until hours before the embargo lifted, which Shmee pointed out was contradictory: if Ferrari controls the cameras and the files, nobody can leak them anyway. And the 30 minutes attendees got with a static car, surrounded by Ferrari staff close enough to hear every word.
Then there's the part that says the most about where car media stands now. Around 200 automotive journalists couldn't even start the car, while tech creators like Marques Brownlee and Cleo Abram reportedly got private track time and driving access. Chris Harris wasn't invited at all. It makes sense when you look at the Luce, developed with Jony Ive's LoveFrom, with Apple Watch style dials and an iPad-like screen. But the ultimate irony is that Ferrari built a fortress around a launch and still couldn't control the one thing that mattered. The design got torn apart anyway, and no amount of security stickers could stop people from simply seeing the car and deciding for themselves.
