Excites the senses

Internal Brand Positioning

Creative Director
Jaguar China
2016
Spark44
Shanghai
Roles
Editing · Graphic design · Art direction · Motion graphics · 3D animation
Internal Brand Positioning

The Jaguar brand team had defined four key characteristics for the brand: charismatic, individual, disruptive and intelligent. I translated these abstract qualities into a short brand film using existing footage and custom animated title graphics.

The challenge was to give the characteristics a visual rhythm and personality rather than simply presenting them as brand statements.

The film

Two minutes, four characteristics, cut from footage the brand already owned.

Four words, made watchable

Charismatic, individual, disruptive, intelligent. A brand deck's four adjectives, turned into a film the team could actually feel.

The title card of the film, reading "Excite the senses" in animated outlined type
Frames from the charismatic chapter, an eye, a grille detail, the car under a bridge, and the animated title

Charismatic

Each characteristic gets its own cut, built from existing footage. The budget was the archive, so the edit had to do the work.

Disruptive

The chapters escalate in pace. Rhythm is what separates a brand film from a sequence of pretty shots.

Frames from the disruptive chapter, the Shanghai skyline, the lit wheel and the car in a laser course
Frames from the intelligent chapter, the start button, the instrument display and the animated title

Intelligent

The custom title graphics are the one new element, drawn to behave like the light in the footage rather than sit on top of it.

Where next

See also

HNA Group ← Back to overview
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