For the joint launch of Jaguar’s F-Type and Land Rover’s L405 line up. I was part of the creative team tasked to launch an immersive experience at the Frankfurt Motor show. The key take away was ‘EXPERIENCE IS EVERYTHING’. I concept developed experiences to immerse and engage active visitors through the use of walk-through installations, digital touch screens and VR.
For the Jaguar F-Type, the experience was to make visitors feel that this was more than mere machine. It’s a living and breathing, blend of art, technology and passion; born from the desire to create perfect, driving performance.The heartbeat of the experience brings to life the key message that the F-Type is built around the driver. All stories are bought to life with a ‘forensic’ technical detail and focus on ‘feeling’ the driver benefits. The overall experience would be a one-to-one virtual configurator for the F-Type.
For Land Rover, the experience would show visitors how the brand go above and beyond. Giving them utter confidence to face anything with composure and in absolute comfort. This experience is presented on 3 LED displays and driven via touchscreen, navigation devices; allowing active achievers to view life from different perspectives. The LED interface allow users to ‘Live The Narrative’, using multiple camera perspectives to see how Land Rover deliver refinement.