This film was shown at the Detroit Motor Show to reveal the name of the new Jaguar F-PACE.
The film is centred around a dramatic, fast-paced set of tail-lights on a journey around Motor City itself at night. The long exposure tail lights leave a Jaguar-red trail behind them creating street-length lines across the city.
Through the film the camera angles get wider and wider until we see that the red trails have created letterforms across the city streets. Finishing at a height of around 10,000 feet the camera finally reveals the complete word – F-PACE.
Intro director: Julian Gibbs
Helicopter and live action director: Bryn Musselwhite, FP Creative
Post-production director: Simon Russell