Jaguar Land Rover

From Waste to Wave: Jaguar Land Rover launches all-new surfboard made entirely from recycled plastic

How do you demonstrate Jaguar Land Rover’s commitment to sustainability whilst also showcasing its Discovery Sport? In particular, how do you explain what polyurethane is and how much is used in the production of concept cars in an engaging way? That was our challenge.



Project

Every car starts life as a polyurethane model and once the car is made and launched, the model gets broken down into waste material that typically goes to landfill. By working with SkunkWorks Surf Co, an eco-friendly surfboard manufacturer from Northern Ireland, we were able to tell the story of Jaguar Land Rover’s ‘second life’ initiative: a zero-waste strategy of creating a range of surfboards made wholly from the recycled plastic foam of early vehicle design models.

We followed the journey of the very first surfboard, as it went from a polyurethane foam model of a Discovery Sport in Coventry, England, to the seaside workshop of SkunkWorks, in Northern Ireland, to begin its ‘second life’ as a recycled surfboard. Lucy Campbell, the UK’s number one female surfer, was then invited to get behind the wheel of a Discovery Sport before putting the board through its paces on the waves of Whiterocks beach, close to the workshop.

Documenting this journey, however, came with a challenge of its own, mainly, how do you overcome torrential rainstorms and a lack of ocean swell during filming? This was where our extensive production nous came into great effect and our resilient crew proved their ability to think on their feet by battling the elements in an intelligent way to deliver the film’s storyboard successfully.

Jaguar Land Rover’s ‘Waste to Wave’ initiative has received positive coverage worldwide across a variety of eco-friendly news outlets. The surfboard, the first of Jaguar Land Rover’s commitment to ensuring that all its plastic foam is recovered and reused, made its debut at Jaguar Land Rover’s inaugural Tech Fest at Central Saint Martins, University of the Arts London, in September 2017, an event that explores the positive role technology is playing in reshaping the automotive industry and beyond.

Details

  • Film Production
  • Photography
  • Influencer Outreach

 

  • LR: From Waste to Wave
  • LR: From Waste to Wave
  • LR: From Waste to Wave

  • LR: From Waste to Wave
  • LR: From Waste to Wave
  • LR: From Waste to Wave
  • LR: From Waste to Wave
  • LR: From Waste to Wave

  • LR: Waste to Wave
  • LR: Waste to Wave
  • LR: Waste to Wave
  • LR: Waste to Wave