ROLES
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
MEDIUMS
EXPERIENTIAL : DIGITAL : INTERACTIVE
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
MEDIUMS
EXPERIENTIAL : DIGITAL : INTERACTIVE
THE EXPERIENCE
A multi-city brand experience and launch tour, introducing Jaguar's first electric vehicle the I-Pace to a highly targeted audience.
Unlike Tesla (Jaguar’s biggest competitor in the electric space), Jaguar is not a tech company that makes electric cars.
The challenge was to position Jaguar as the well established car brand that it is, with a rich history in racing, that has made an amazing new vehicle that happens to be electric.Second to that is to help convert the mindset of the average car consumer around electric vehicles.
Third up was to quash the misconceptions that this brand is out of reach to most, and only driven by golfing doctors.
THE CONCEPT
JAGUAR ELECTRIFIES
JAGUAR ELECTRIFIES
A dynamic and exciting brand experience that demonstrates Jaguar’s expertise in creating the perfect balance between luxury and performance.
In the process, we introduced our guests to the I-PACE, Jaguar’s first electric vehicle. Every inch of which contains the brand’s rich heritage in perfecting the drive experience.
The goal was to create a series of touch-points that help facilitate an affinity with the brand for our guests.
In the process, we introduced our guests to the I-PACE, Jaguar’s first electric vehicle. Every inch of which contains the brand’s rich heritage in perfecting the drive experience.
The goal was to create a series of touch-points that help facilitate an affinity with the brand for our guests.
THE EXPERIENCE
A series of sexy and sleek environments, unified and energized by a playful sound track (localized per market). A dynamic lighting system that synchronized with the music, created a pulse that led guests through the various spaces.
The World of I-PACE
In ‘The World of I-PACE’ we created a journey that helped normalize electric vehicles. Walking attendees through contextual settings, via abstract vignettes that emulated every day life. Tackling the common misconceptions and concerns that potential customers have.
Aerodynamic Projection mapped wind tunnel
The I-PACE's design is strongly informed by aerodynamic efficiency to help increase the range per charge.
This interactive projection allowed attendees to learn Jaguar's masterful racing heritage. The experience was designed to replicate their test facility's wind tunnel. Users could select different animated air streams to see information around some of the key aerodynamic design features. Information and animated air flow simulations were projected onto a transparent screen, in front of an actual I-PACE to provide the illusion of real smoke passing over, under and through the vehicle from the users vantage point.
The I-PACE's design is strongly informed by aerodynamic efficiency to help increase the range per charge.
This interactive projection allowed attendees to learn Jaguar's masterful racing heritage. The experience was designed to replicate their test facility's wind tunnel. Users could select different animated air streams to see information around some of the key aerodynamic design features. Information and animated air flow simulations were projected onto a transparent screen, in front of an actual I-PACE to provide the illusion of real smoke passing over, under and through the vehicle from the users vantage point.
The DRIVE EXPERIENCE
Guests were then given the opportunity to experience the I-PACE’s many fantastic features in a test drive. After which they had the chance to test the cars performance on the Smart Cone course. A dynamically generated obstacle course, using military grade technology to asses a driver’s skills.
Guests were then given the opportunity to experience the I-PACE’s many fantastic features in a test drive. After which they had the chance to test the cars performance on the Smart Cone course. A dynamically generated obstacle course, using military grade technology to asses a driver’s skills.
The I-PACE Theater
After the thrilling drive, we took advantage of our attendee’s adrenaline levels, introducing them to ‘The I-PACE Theater’, combining an infinity room, with bullet-time photo-rig to create a totally unique selfie moment. Sharing their new-found love for the car.
After the thrilling drive, we took advantage of our attendee’s adrenaline levels, introducing them to ‘The I-PACE Theater’, combining an infinity room, with bullet-time photo-rig to create a totally unique selfie moment. Sharing their new-found love for the car.
The ELECTRIFIED LOUNGE
The last chapter of the attendee journey was the ‘Electrified Lounge’, an engaging space that celebrated technology. From an exhibition of new lifestyle gadgetry curated by Wired magazine, to a Jaguar Racing VR experience. As well as an introduction to the brand’s electric race cars, which included the E-Trophy, a new race series composed entirely of modified I-PACEs.
The last chapter of the attendee journey was the ‘Electrified Lounge’, an engaging space that celebrated technology. From an exhibition of new lifestyle gadgetry curated by Wired magazine, to a Jaguar Racing VR experience. As well as an introduction to the brand’s electric race cars, which included the E-Trophy, a new race series composed entirely of modified I-PACEs.
DESIGN DEVELOPMENT RENDERS
