Range Rover
Sport SV
Working closely with Imagination, we created a film to launch product-reveal events in luxury private residences. A visceral experience of the latest Range Rover Sport SV, the work’s objective was to heighten audience senses and build intrigue ahead of seeing the vehicle in real life.
Our film opens with a point-of-view shot of the Range Rover’s iconic steering wheel, immediately placing the audience in the driving seat. As the SV mode button starts to glow, it becomes the catalyst for a sequence of aggressive and gritty shots of the car twisting and turning through a dramatic landscape.
We developed a signature ghosted aesthetic to move seamlessly through the vehicle’s fabrication. This look distinguished the film from the actual vehicle, heightening the suspense before the reveal.
Inspired by the SV roundel logo, we established a global circular motion principle that informed the whole film. We used this behaviour to direct our lighting, revealing and concealing layers of the vehicle as we dialled in on key components, such as the Subpac seat element.
Going to levels conventional cinematography cannot go, our ghosted aesthetic enabled us to take audiences to the core of each product innovation. We stripped back any unnecessary shots to create a concise but punctuated story complemented by a cinematic surround sound composition.
We used intense rim lighting to ensure only momentary glimpses of the whole vehicle and to heighten the mystery and intrigue as much as possible.
Experimenting with different lenses and glass optics, we filmed our animations with in-camera distortions, refractions and chromatic aberrations. This visceral expression amplified the experience of seeing the vehicle for the first time.
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Credits
- Client Jaguar Land Rover
- Agency Imagination
- Audio Zelig Sound
