JAGUAR E-PACE DESIGN FILM

TitleJAGUAR E-PACE DESIGN FILM
BrandJAGUAR LAND ROVER
Category G05. Motion Graphics Design & Animation
Product/ServiceJAGUAR E-PACE
Entrant FOXTROT PAPA London, UNITED KINGDOM
Idea Creation FOXTROT PAPA London, UNITED KINGDOM
Credits
Name Company Position
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.