Jaguar Type 01, New York
About the project
The launch film follows the new car through the city while Jaguar's new identity spreads across its streets. My part was at two landmarks, DUMBO in Brooklyn and the New Museum in Manhattan, where the buildings themselves became the screen.
The brief was about holding back. The car hadn't been fully shown yet, so the content gives away only pieces of it: a curve of bodywork, a wheel, a silhouette coming out of warm orange light. Projection needs contrast to read against a city at night, so the contrast was built around the car, with haze, volumetric light and deep orange, and highlights sweep across its surfaces instead of lighting it outright.
I worked on compositing, post-production and motion design. With only a short window to test on site, the content was delivered so that light, colour and contrast could be tuned quickly on the night.
On site
New Museum, Manhattan
DUMBO, Brooklyn
Every piece was made to the shape of its building. The car stays mostly in shadow, and the light does the revealing.
The car in 3D
Credits
- Client
- Jaguar Land Rover
- Creative agency
- Imagination
- Studio
- dandelion + burdock
- Creative directors
- Cath Elliot, Dickon Knowles
- Senior producer
- Caner Ozcan
- Lead animator
- Oliver Soto
- Lighting, rendering, motion design
- Emre Bayar
- Compositing, post-production, motion design
- Emre Eryelkovan