Powerloop
Viral Social Stunt
For the Jaguar F-Pace launch in China, I worked on a social-first campaign designed to create impact without relying on traditional media placements.
I contributed to the social campaign concept, video production and the creation of a 360° video of the stunt, extending the experience beyond the physical activation and giving people another way to engage with it online.
The campaign generated strong impact with a lean media approach and went on to win a Silver EFFIE China award for efficiency.
A stunt, and a way to be there
A social-first F-Pace launch with almost no media budget. The activation had to be worth filming, and the film had to work without having been there.
A loop on the Bund
The wheel lit in Jaguar's colours on Shanghai's most photographed waterfront. Location doing the media buying.
A duel, announced
The campaign runs as a challenge between two drivers, released in episodes. It gives people a reason to come back rather than a film to watch once.
The car, doing something
A launch film for a performance SUV has one job, and it is not a static beauty shot.
Blindfolded
The stunt is a precision drive, blindfolded, with the speed on screen. Numbers make a stunt credible rather than staged.
Telemetry as graphics
The overlays are the film's visual language, real data drawn like an instrument cluster.
The course
Lasers, lights and a wet floor. The set is built to read on a phone screen, in a vertical crop.
Two drivers, two cars
The cast and the staging that carry the whole episode structure.
The activation
The wheel, the Bund and the car, filmed the night it ran.
The challenge
The two minute cut of the duel, which is where the social campaign actually lived.
Filmed by everyone else
The 360 video let people ride it from anywhere, and the city did the rest. A Silver EFFIE China for efficiency followed.