Jaguar had launched the F-Pace, the brand’s answer for the lucrative 4-wheel drive market. In countries where Jaguar had equity, the new vehicle was an instant success. That wasn’t the case in Japan, where the brand lacked the necessary awareness or appeal among potential buyers.
We were asked to create a launch event that could blend the product’s differential trait (its lightness) with the thrill and excitement traditionally associated with Jaguar.
We created a one-of-a-kind experience by transforming the venue into a giant turntable, played by the F- Pace itself.
The faster the SUV goes, the more intense the music gets. And the higher it climbs, the louder the volume.
Credits
This idea would not have happened without the outstanding people I had the privilege to work with. I want to give due credit to Masato Mitsudera, Yasuhito Imai, Daisuke Suzuki, Chisato Akiyama and Federico García.
