Cannes Lions

"The Future is Forward"

DIRTY FILMS, London / JAGUAR / 2017

Film
Film

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Overview

Description

The film take us on a hypnotic ride through an abstract and geometric universe to launch Jaguar’s first all new electric sports car: the I-Pace Concept.

It reveals features of the car and it’s noteworthy design utilising a never-ending infinite zoom world, and in doing so looks to pushes audiences expectations of a car product film.

As we travel through a universe made up of kaleidoscopic tunnels of light and abstract shapes, the car’s features become more detailed and defined, and the car’s geography is revealed from the abstract shapes.

Importantly, the technique uses an infinite zoom rather than a dolly move or a track - removing any sign of parallax. This creates the feel of traveling further and further into a giant evolving, cinematic billboard, treating the viewer to a hypnotic and dream-like experience as the learn about the cars key features.

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