01
2 Cars, 1 DNA
I worked with a fellow creative copywriter on a campaign with content that used the positive PR around their top-of-the-range, 200mph XE P8 to boost engagement in the standard XE. They wanted to educate people about the commonality between the two cars via an innovative, clever and intrinsically shareable suite of assets. The campaign “2 cars 1 DNA’ was born. To play this out in a visually stunning way, we took a red XE and a blue P8 to Pendine Sands in Wales—home to many Jaguar speed runs over the years—and choreographed a thrilling driving sequence. As the cars travelled along the beach, they criss-crossed across the sand mimicking the shape of the famous DNA helix.
Boost Engagement
In addition to the master film edit, I also came up with the idea of a suite of complementary assets to further boost engagement. The idea was to create a mirrored ‘reflections’ image of the cars that added further insight and intrigue into the ‘2 Cars 1 DNA’ campaign.
An eye-catching ‘slider’ GIF was created to run on Instagram where the red XE transformed into the blue P8 in front of your eyes. The content reached 20.5 million consumers and 165,000 views across social media.
02
So tell me, what’s the difference?
How many times has a car had a refresh with its design for the consumer to not know what depth it’s gone into? This was a concept that worked so well it was run out over many ranges of vehicles across JLR brand. Starting with the Jaguar XE, the idea was simple, using a slider swipe the viewer can really see and drink into the actual changes of the vehicle. With the use of technical looking graphics this showcased the advances inside and out. A simple, yet very effective walk around the car with the key changes in an exciting and engaging way.
03
Beautiful Details
Jaguar has made some beautiful cars with eye catching detail. The global PR team wanted to create a series of films focusing on a different detail by each designer. I came with the idea of displaying these objects on plinths like a piece of art and we dressed the studio within Jaguar’s design dept so all nine films had consistency. My colleague interviewed the nine designers separately while I looked after the design production of the visuals.
The Results
For the designers, the idea was to shoot them in slow motion to emphasise a real cinematic feel, as I wanted this to be premium, purely VO and not to camera. I designed all the on screen graphics and worked closely with the editor to capture the relevant movement and transitions. These films were a raging success and the most viewed content that had been done. Another set was commissioned on the back of this to look at the detail. To make this visually different it was shot in a studio with projection in much moodier stealth like colours.
04
Making an Impact with XE, F-Pace & E-Pace
Born in lockdown where no one could get together, Jaguar wanted to launch three updated models, XF, F-Pace and E Pace. Unfortunately, the cars not available, so I and the team had to think creatively. Through CGI using the CAD data supplied, I storyboarded together 3 uniquely impactful films showcasing as many features in 60 seconds. Using CGI meant that I could get to the features that are not hampered by filming limitations. This had the ability to incorporate exciting transitions and camera moves with super close ups. A unique tone in look and feel was created for each car that matched the customer profile. I devised all the type and transitions which flowed in each film. The end results were widely used on all global social channels as well as all the local markets.