The experiment that was formulated by Auckland based creative agency Chemistry took place in a Mount Smart Stadium carpark and was captured by photographer and director Jeff Wood, using long exposure photography.
Patrick Murphy and Susan Young, founding partners and Joint Creative Directors at Chemistry, said ‘We’d been talking about this idea with Jaguar for a while, and with the launch of the I-PACE the timing seemed perfect to bring it to life. The best ideas are always those that make you a little scared, but the whole team threw themselves into making it happen and we’re totally stoked with the result.’
With Jaguar being a car that blends art and performance, featuring both cutting-edge design and superior handling; this collaborating seemed natural. Luke Meurant, Jaguar New Zealand National Marketing Manager, believes “This new creative idea allows us to dramatise that in the most attention-grabbing way; mixing the artistic vision of Otis Frizzell with the performance of the legendary Greg Murphy.”
Jaguar has released two new videos showcasing the finished product and behind-the-scenes footage which documents the sheer scale of the challenge faced by Otis and Greg.
The campaign will run from July until September with creative running across television, video-on-demand, social media, native and display. Jaguar has released 400 copies of the limited edition print which will be gifted to new or returning Jaguar owners as part of a customer relationship management strategy.
“Jaguar has had a remarkable year,” admits National Marketing Manager Luke Meurant. “However, we can’t take our foot off the pedal – the Jaguar I-PACE has won both World Car of the Year and New Zealand Car of the Year, and this is a great way to celebrate the success of our product.”
