Jaguar has unveiled a series of films which depart from the more classic auto brand style to one that challenges the stereotypes of who a Jaguar driver truly is.
Creating a series of unconventional films that push the boundaries of art, fashion and cinematography, Dave Klaiber collaborated with cinematographer Tim Tregonning to help establish an updated personality for the auto brand.
Pulling together a crew of specialist artists, including renowned photographer Hugh Stewart and fashion stylist Kelvin Harries, Klaiber’s approach was to create a visually enchanting narrative to combine the movement of the car, the camera and the talent in to one choreographed dance.
Klaiber explained, “This campaign is about progressive style; it’s about a visual look, effortless fashion, true performance and slick movement.
“And, most importantly, it’s about creating something that defies definition and that sits beyond traditional advertising as we know it.”
Rapid executive producer Susannah Phillips added, “Casting authentic and edgy characters and some unlikely backseat heroes, juxtaposed with timeless location backdrops, and a pulsing soundtrack, Dave has smartly captured the progressive nature of the Jaguar brand.”
Client: Jaguar Land Rover
Campaign Title: Jaguar Unleashed Event
Managing Director: Jasmin Bedir
Senior Account Manager: Daniel Larcombe
Business Director: Daniel Bevins
Creative Director: Matt Johnson
Art Director: Laura Brown
Copywriter: Tom Bradbeer
Producer: Rachel Smith
Production Company: Rapid Films
Director: Dave Klaiber
Executive Producer: Susannah Phillips
Executive Producer: Abby Hunt
Line Producer: Miss Lizzie Topen
Cinematographer: Tim Tregonning
Editor: Michael Houlahan – The Institute of TV
Online: Hugh Seville
Music: Neil McLennan & Gus Till
Sound Designer: Timothy Bridge
Sonar Executive Producer: Sophie Haydon