Launching the I-PACE: Jaguar’s first electric car

The Brief

To help them launch the I-PACE—their first ever electric model—Jaguar asked us to create a content ecosystem that would generate global media buzz and help them redefine the electric vehicle category, converting the automotive press into EV advocates and their audience into I-PACE customers.

The Work

We shot location and studio photography, as well as a launch film, series of passenger drives and epic LA Road trip film, designed to show off the vehicle’s impressive range.

Alongside a ‘look and feel’ for the entire global launch, we created a set of detailed technical infographics and produced a bumper press pack for the world’s media,  with a brand toolkit that was easily adaptable for each market.

Across the board, our content was designed to completely change the media’s perceptions of the EV category, and prove that the I-PACE was a game-changing model.

The Impact

The I-PACE went on to become the first car ever to win three World Car titles in the 15-year history of the awards.

Not only did it win the coveted 2019 World Car of the Year and World Car Design of the Year titles. it was also named world Green Car at the 2019 New York International Auto Show by a panel of 86 motoring journalists from 24 countries.