Jaguar teamed up with Framestore and multi award-winning director William Bartlett to produce a collection of six almost entirely CG films to showcase the F-TYPE sports car.
The new films use innovative storytelling techniques and combine live action and computer-generated images, allowing you, as the campaign says, to ‘Just Imagine’ the thrill of driving or sitting in a new Jaguar F-TYPE.
Designed to coincide with the new F-TYPE arriving in showrooms, they are the result of extensive collaboration between Jaguar, agency Spark44 and London-based Framestore Pictures. Director William Bartlett places the new Jaguar F-TYPE in different scenarios to highlight its features. It races alongside galloping horses to showcase the 2.0-litre Convertible model, leaps off a ski jump to promote the power of its 5.0-litre V8 R version and shows off its handling on a Hot Wheels-inspired track. It’s also the centre of attention as a photographer snaps images, and it shrinks to the size of a stitch in the trim to show its beautiful new interior.
As a key driver in Framestore Pictures’ ability to approach commercial projects with imagination and innovation, William Bartlett was the ideal director to lead this project for Jaguar. His extensive shoot experience and in-depth knowledge of VFX allows him to seamlessly combine live action and CG.
Andy Hunt Cooke Jaguar Global Communications said ‘The new Jaguar F-TYPE was designed to inspire extraordinary journeys. By using the latest innovative film techniques we have taken the driver to a hyper-real world, so they can imagine the thrill of experiencing it and the pride they would feel as an owner of such beauty, craftsmanship and sporting dynamism.
“Our partners Spark44 and Framestore both fully embraced our philosophy of fearless creativity driving progress – the spirit that makes Jaguar unique in the automotive world.’
William Bartlett Executive Creative Director Framestore said: ‘As an iconic British brand there are few car makers that capture the imagination in quite the same way as Jaguar.
‘The combination of the technical and aesthetic challenge, mixing live action and CGI was right up my street and the sort of job that always gets me excited. And of course, since a large part of our responsibility is to make beautiful images it certainly helps when at the centre of every frame is Jaguar’s new F-TYPE.