Maximum Impact

How do you launch a new car when you don’t have access to a new car?

My solution to this conundrum was simple: use the magic of CGI to give people a sneak preview – right down to the texture of the leather or the graphics on the touchscreen.

I produced three films – one for XF, F-PACE and E-PACE. Each film was given its own visual identity to match the customer profile: XF had a clean, neutral and minimalist colour palette. By contrast, E-PACE had an ‘electric’ vibe with brighter colours, snappy camera movements and a more dynamic sound track.