Digital media packs (iPad app), film, animation, infographics and technical images
LAND ROVER DISCOVERY SPORT
For the launch of the first member of its all-new Discovery family – the Freelander-replacing Discovery Sport compact SUV – Land Rover wanted to not only make a splash, but also to ensure that the media and public clearly understood the new market offering. Following the highly successful suite of digital media assets we developed for the Discovery Vision Concept in April, FP Creative was briefed to produce another set of world-class assets.
Working to very tight deadlines, we created a detailed asset plan that delved into every aspect of the new vehicle. The first batch of assets, covering the tease and reveal phase, proved extremely popular: the camouflage wrap design was featured widely, while the animated teaser film has had over 800,000 views on Land Rover's YouTube channels. We supported the reveal with a digital press pack, available via the award-winning Land Rover Media Hub.
For the next phase, to communicate the car’s many unique features to the media, we created six films, incorporating both live-action location and interview footage and high-quality CGI developed through close working with our animation studio partners, as well as a set of stills and a dozen infographics. We then built all this content into a clean-sheet iPad app design, bringing every asset to life using the most appropriate interactive elements, to develop a beautiful, engaging digital media pack. All the assets were successfully deployed by Land Rover at a series of high-level presentations at the launch event held on the eve of the Paris Motor Show, and the press packs were installed on iPads set up at the venue to help the journalists learn all about the new vehicle.
DESIGN OVERVIEW FILM
DYNAMIC CAPABILITIES FILM
PACKAGING & VERSATILITY FILM
Photography, Press Pack, Films and Infographics
Jaguar XE unveiled at Earls Court
On the 8th of September, Jaguar unveiled the stunning new XE S-model in a spectacular show at Earls Court.
It was helicoptered into the capital before being whisked by speedboat along the Thames for its star-studded world premiere, attended by global celebrities such as the Kaiser Chiefs and fashion designer Stella McCartney. Singer Emeli Sandé even performed a specially written song.
FP Creative is proud to have supported the event, with a diverse range of media assets encouraging the world to #FeelXE.
We produced a suite of striking studio and location photography, four technical films with a set of corresponding infographics and the dazzling films that provided the backdrop to the stage show during the event.
RIDE AND HANDLING
ADVANCED ALUMINIUM CONSTRUCTION
Invictus: a film that stands tall
FP Creative has produced a film to support Jaguar Land Rover’s association with the Invictus Games, the international sporting event for injured war veterans.
With William Ernest Henley’s Victorian poem Invictus (after which the Games are named) underpinning the narrative through the voices of the participants, the film is an exploration of human triumph – championing the indomitable spirit of those who have made tremendous personal sacrifices.
Working with a director specialising in personal stories and a speech coach, we helped participants suffering from Post-Traumatic Stress Disorder to overcome a host of operational challenges – not least the noise pollution from machinery at the Keith Gott Land Rover Workshop, Heathrow-bound planes over Capstar Chauffer’s HQ and thunderstorms at Mandeville Stoke Stadium – and to feel focused and at ease in order to best express themselves.
The result is a stirring film about courage, sacrifice and victory – a piece of work as inspirational as the people featured in it. Following its screening at an inaugural event to welcome major stakeholders from participating countries, JLR’s CEO Ralf Speth described it as ‘stupendous’.
View the film here.
Film, Press Pack, Photography
JAGUAR F-TYPE PROJECT 7
Last summer, FP Creative produced a suite of assets to support the unveiling of Jaguar’s bold D-Type inspired concept sports car, the Project 7. The beautiful retro-themed imagery, film and newspaper generated so much public interest that, this year, Jaguar decided the concept would become reality, to be produced in an exclusive run of up to 250 units.
FP Creative was again tasked with ensuring the F-TYPE Project 7 lived up to its billing, for its unveiling at the 2014 Goodwood Festival of Speed.
The decision was taken to shoot the film at night in order to best bring out the technical aspects of the car’s design, as well as to impart a moody, menacing tone apt for the most powerful production Jaguar ever made. The shoot at Rockingham Motor Speedway involved intricate lighting and a tough schedule, but even the combination of open-top car and rainy evening failed to dampen spirits, resulting in a spectacular, frankly goosebump-inducing film.
Evocative stills were also shot, both at night and in daylight, bringing out the swooping lines and British Racing Green paintwork of the F-TYPE Project 7.
This year’s newspaper moved the game on from the heritage theme of the 2013 product, designed with a contemporary, technical feel. The 12-page, oversize-A3 newspaper – 10,000 copies of which were printed for distribution at Goodwood – featured interviews with Jaguar’s Director of Design Ian Callum and its Chief Engineer Vehicle Integrity Mike Cross, besides original design sketches and technical renders, full tech specs, and a beautiful pull-out poster.
Within a week, the film had been viewed over 27,000 times on YouTube and had over 10,000 likes on Facebook. A week on, the car’s UK production allocation has sold out.
Now that’s what we call a successful project.