01
Lotus Emira GT4
To celebrate the launch of the the most hardcore, track-based Emira – Lotus Cars provided a brief to create an action-packed launch film for their return to motorsport. What I proposed was a fast, aggressive, powerful and moody film, that had a variety of social media deliverables and a suite of corresponding images.
Overseeing a small crew, professional racing drone pilots and a tracking-arm vehicle we had an eight-hour window to create a film packed with emotive engine sounds and high-octane action.
From Dusk ‘Till Dawn…
Shortly after obtaining the film footage, I directed a still photography shoot at night capturing a mix of static and dynamic shots of the car on track under floodlights and in the pits. As well as the main film, I storyboarded 4 additional cut downs for social. The interest and feedback was so enormous that Lotus had to close the order books shortly after its launch! This content had a monumental impact and all of the comments on YouTube were incredibly congratulatory. One viewer even wrote: ‘Somebody at Lotus marketing gets it!’
“Somebody at Lotus marketing gets it!.”
02
Lotus Emira Practicality films
To prove that the Lotus Emira is a sports car that you can use everyday, I worked with my team to create a suite of watchable and informative assets to make this the most practical Lotus sports car. Shot over three days to make 4 films I also art directed a suite of a dozen stills that complimented the brands look and feel.
The four hero films grouped the features by type: Interior, Exterior, Driving and Technology. New typography and dynamic graphics were created to highlight the range of practicality features inside and outside of the car. For each of the four films, we used a ‘glitch’ graphic effect to reveal each key product feature.