Cannes Lions

DESIRE

THE BROOKLYN BROTHERS LTD., London / JAGUAR / 2013

Overview

Entries

Credits

Overview

Description

JAGUAR F-TYPE 'DESIRE'

Jaguars have a rich heritage in film, appearing in some of Hollywood’s most renowned movies. So to launch the new Jaguar F-TYPE we decided to build on this association and create an online film for a new generation of Jaguar fans. We created a 13-minute short feature starring Damian Lewis that put the F-TYPE at the heart of the storyline, marrying compelling screenwriting with performance driving. In the film Lewis must deliver a car to its new owner. But when he runs into a mysterious girl in the middle of the desert, things take an unexpected turn.

Execution

Jaguars have a rich heritage in film, appearing in some of Hollywood’s most renowned movies. So to launch the new Jaguar F-TYPE we decided to build on this association and create an online film for a new generation of Jaguar fans.

This was not a commercial but a 13-minute short feature that put the F-TYPE at the heart of the storyline, marrying compelling screenwriting with performance driving.

The casting for this project was therefore crucial in bringing our script to life and ensuring the final film would be as engaging as it was on paper.

Our main challenge was casting our lead character. Not only did he need to be a great actor he also needed to be an ambassador for the brand.

We were conscious to avoid the obvious choices and worked closely with casting directors to draw up a list of up-and-coming British actors.

It was Damian Lewis who emerged as our frontrunner for the role. Through the success of drama series ‘Homeland’ he was relevant in popular culture and had a youth appeal that would help us reach a new audience. Also as an award-winning actor, Damian Lewis matched Jaguar’s credentials as an award-winning car brand.

With Lewis signed for the film we then needed to find our remaining cast members who would compliment him and stay true to geography of our script. After an exhaustive search, Jordi Mollà was cast as our villain whilst Shannyn Sossamon was cast as the love interest. Both had played parts in Hollywood films and proven acting ability on the big screen.

However chemistry between the actors was also important. A subplot in the film is a love triangle between our three main characters. It was therefore key that this was a realistic possibility in the eyes of the viewer.

Once on set, all three actors worked incredibly well together. Whilst individually they brought real credibility to their characters and were crucial in the development of the script.

The supporting actors were street-cast on location in the Atacama Desert to give further authenticity to the film.

The casting process took over 2 months of close collaboration from all parties involved to ensure the highest production value without compromise. It is due to the strength of the casting that makes the film so watchable, iconic and unique.

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