Jaguar Land Rover
Innovation Lab
The Project
We worked alongside Imagination over the course of four years to collaborate on innovative Jaguar Land Rover projects, at an exciting time of evolution for the brand.
We created beautiful activations, crafted from a marriage of physical materials with animated interactive enhancements, to tell stories of the evolution of the cars. We even split the new F-Pace vehicle in half for its launch to reveal the stories of technology and innovation contained within.
Roles
Reveal conference presentation, 3D Content, Editing, CGI Animation.
The Brief
Our brief was to provide an engaging and interactive glimpse of the future of the brand and automotive technology.
Within dedicated areas of the Jaguar Land Rover stands, the Innovation Lab was a showcase of the future of driving, so we needed to create activations that were not only factually accurate and compelling in their stories, but told in tactile and engaging ways that would leave visitors with a new perception of the brand.
Ingenium Engine
This was an arrestingly beautiful activation crafted from finely etched glass slices, forming almost life size dissections of the Ingenium, PHEV and BHEV engines.
Nestled within the layers of glass, three transparent interactive screens were placed for visitors to pull-out of the sculptures, revealing technology stories and the benefits of engine parts and overall construction, via a series of stunning 3D animations.
F Pace Activation
The spectacular reveal of the brand new F-Pace was a key moment at the Frankfurt Auto Show. We worked with Imagination to create an innovative and beautiful activation befitting of the new vehicle. This involved a life sized model of the car being split in half to reveal elements of the inner workings, with interactive sliding screens down the length of each side revealing key features of the F-Pace through seamless animations and infographics.
Connected Car
Velvet Badger contributed VFX, animations and compositing to the exposition of the Connected Car technology story for both Jaguar and Land Rover. The narratives centred around two families with active lifestyles, with the Connected Car as their support on their adventures. The films were displayed alongside the vehicles, embedded within beautiful display cases with animated and interactive elements to tell the stories.
I-Pace Activation
Jaguar launched their first ever electric vehicle at the Los Angeles Auto Show. As a technological fist it was one of the highlights of the show. Our installation featured a fixed car with moving wheels, making the journey from Laguna Beach to Las Vegas.
The terrain was projected onto the floor underneath the car, featuring animations derived from the terrain of the real-life journey, mapped precisely to the route.
Data infographics were animated to tell the stories of the vehicle moment to moment as it navigated the terrain, even matching the wheel speeds when accelerating or slowing down to illustrate the journey as faithfully as possible.
Vision Technology
Through an innovative marriage of animation with filmed and stock footage, we told the story of the history and advantages of Jaguar Land Rover's lighting technologies to illuminate an exciting vision of what lies ahead.
We established the 3D style and architecture, including building a futuristic city, as the canvas to demonstrate the lighting features, with the real footage adding polish and realistic context. The activation was a core feature of the Innovation Lab stable, played in a constructed cinema-style room with state-of-the-art equipment to maximise the impact of the film.
