A Typical Activation Campaign
Over the years I have overseen many new model launches for Jaguar cars: XJ, F-Type, I-Pace, E-Pace, XF and F-Pace, what you see here. The job as always was to persuade, influence and ensure that at global launch, the new vehicle would be received with the respect and admiration it deserved. To achieve this I oversaw the team that created, crafted and produced a series of stunning stories and assets to do justice to the F-Pace over a 3-month activation period right up to the global launch at the Frankfurt Motorshow.
Tease Film
The creative was built around the film being premiered at the Detriot Motor Show but not being able to see the car, only reveal the name. Made up of the cars taillights, the intriguing film was set on the streets of Detroit in dramatic fashion, culminating in the lights and a wide reveal to complete the name of the car, F-PACE.
All Areas Covered
What you see here are various assets with the help of a range of partners to deliver the brief all in a space of three months. That involved creating tease material in photography and the name of the vehicle for intrigue and excitement filmed on the streets of Detroit.
As the car goes through its miles of testing we created unique creative camp wraps from a digital technology perspective to Ice and snow to sand. These wraps were constructed through aerodynamics, a USP of the car with CAD creating the bespoke design that we wanted.
The Big Reveal
I art directed a full suite of images in studio as well as on locations with a launch film that saw the car build itself within an urban city. The film won best creative film at the International Motor Film Festival.
With the assets created a full printed press pack was designed within the look and feel for all journalists that attended the motor show. Other assets included infographics and B-roll. Overall with all the content drip fed to the press the whole launch was a massive success.
