Desirability, meet Capability
A year-long project to launch F-Pace, Jaguar's first SUV that married design with performance. I led the campaign creative from concept to completion – from teaser films, infographics and cameo wraps to the global reveal film, studio and location advertising photography and launch assets for Frankfurt Motor Show.
The global reveal film, below, paired atmospheric visuals shot on location in Shanghai (and just a touch of CGI) with stunning sound design to build anticipation as the film shows all the components of the car assembling.
Jaguar
Role: Creative Lead
I produced and art directed 26 days of film and stills shoots on location in Switzerland, Sweden and China, and a less glamorous 11 days in a studio in Banbury to create over 500 tailored images, edits and technical films.
I set the design direction for the launch campaign – leading the creation of teaser infographics and films, through to the launch book and motor show assets.
As a drumbeat to the F-Pace campaign, we turned The Special One into The Frozen One, capturing José Mourinho ice driving in the Arctic Circle.
