JAGUAR E-PACE DESIGN FILM
Title | JAGUAR E-PACE DESIGN FILM |
Brand | JAGUAR LAND ROVER |
Product/Service | JAGUAR E-PACE |
Category |
G05. Motion Graphics Design & Animation |
Entrant
|
FOXTROT PAPA London, UNITED KINGDOM
|
Idea Creation
|
FOXTROT PAPA London, UNITED KINGDOM
|
Credits
Andy Thomas |
Foxtrot Papa |
Executive Creative Director |
Ross Trigg |
Foxtrot Papa |
Creative Director |
Alex England |
Foxtrot Papa |
Art Director |
Francisco Gomes |
Foxtrot Papa |
Art Editor |
George Chapman |
Foxtrot Papa |
Content Strategist |
Jenny Richardson |
Foxtrot Papa |
Senior Account Director |
Rosie Crane-Davies |
Foxtrot Papa |
Account Manager |
The Campaign
Mirroring the E-Pace’s playful character, this design-focused film contains a series of playful, pop-art-inspired VFX clips.
Creative Execution
Starring Jaguar's design director Ian Callum, he points out the car's specific design details before they transform from his sketch book into amazing animated ‘VFX clips’ – each celebrating the stories that inspired the car’s design – everything from high-end Leica cameras and motor racing chicane lines, to materials and textures. Each clip beautifully and cleverly morphs into the real design feature.
Indication of how successful the outcome was in the market
- The creative look and feel for the design film led the entire launch campaign and it was played in front of the world's media at the car's live unveiling at the ExCel Centre in London.
- 27 media outlets hosted a link to the live stream, including Top Gear, Marie Claire and Motor Week.
- The film was watched by more than 550,000 people on Jaguar's Facebook page.
- According to Jaguar it is "the best design film we've ever made".
We intended to create a visual theme of playfulness through the design film. To achieve this, we proposed implementing a bold, colourful and contemporary look and feel. The visual direction utilises red, white and blue as a firm nod to Jaguar’s British heritage. It also places the car confidently at the centre of an impactful, trend-driven colour scheme that has been adopted by major brands such as Sky Sports. In essence, the proposed look and feel depicts the car as a strikingly modern, playful yet premium product.