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Launch new Jaguar E-pace

Project details

Jaguar introducing the brand new E-Pace crossover.

The presentation of the car was conceptually built in tune with the world premiere of the car. Slogan # REVERSE THE GAME. The whole campaign called for a change in the usual view of things and inspired to look at the world at a new angle.

Following the concept, as a teaser of the launch, together with the Film School of famous filmmaker created 5 provocative youtube videos with an open ending. Jaguar brand friends starred in the commercials, and viewers were asked to come up with an unusual development of each story. The best ideas were screened down and published, causing a stir among the interested public a couple of months before the official premiere.

The concept “Reverse the game” required extraordinary decisions and courage in choosing a place for the presentation. For the first time in the world, a car presentation was held in an active pool – a pool near the City Park was chosen as a shocking platform. The old building was completely transformed by means of of lighting and a surreal setting, for which the VISIONAIR team was responsible, filling the space with many art installations.

The guest’s path to the pool’s bowl lay through galleries filled with unique art objects, mystical spaces with cathode-ray tube TVs and glitch content, a red laser corridor and, finally, real shower pools transformed into neon jungle. It was difficult to identify the space, since the basin of the pool, filled to the brim with heavy smoke, did not give out until a certain time.

As the show rolled off to a good start, smoke appeared from complete darkness and was transformed into a detonating thundercloud of red lasers, then into a projection surface, accompanied by exciting sound effects. The car came into view smoothly out of the cloud, as if being woven from the elements. After the show presentation, guests could independently choose the continuation of their evening. At the same time, three zones with different types of line-ups worked on the site. You could see cars near, ask questions and sign up for a test drive in the presentation area. Here a new projection performance awaited the guests: video images reflecting the uniqueness of the car were “hidden” behind abstract art content and became visible only when special red lenses were hovering.

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