Jaguar E-Pace Launch

Jaguar, presenting the new E-Pace crossover in Russia. The presentation of the car in Russia was conceptually built in unison with the world premiere of the car and had the slogan #TURN UP THE GAME. The entire campaign called for changing the usual view of things and inspired to look at the world from a new angle. Following the concept, as a teaser for the launch, together with the Industria film school of Fedor Bondarchuk, they created five provocative YouTube videos with an open ending. Friends of the Jaguar brand starred in the videos, and the audience was invited to come up with an unusual development of each of the plots. The best ideas were shot and published, causing a stir among the interested audience a couple of months before the official premiere. The concept of "Turn the game around" required extraordinary decisions and courage in choosing a place for the presentation. For the first time in the world, the presentation of the car was held in a functioning pool - the pool near Gorky Park was chosen as an outrageous site. The Soviet building was completely transformed under the influence of light and surreal decoration, for which the VISIONAIR team was responsible, filling the space with many art installations. The guest's path to the pool bowl lay through galleries filled with unique art objects, mystical spaces with tube TVs and glitchy content, a corridor of red lasers and, finally, real shower pools, transformed into a neon jungle. The space was difficult to identify, since the pool bowl, filled to the brim with heavy smoke, did not give itself away until a certain time. With the beginning of the show, smoke appeared from complete darkness and transformed into a detonating thundercloud of red lasers, then into a projection surface, accompanied by exciting sound effects. The car smoothly grew out of the cloud, as if born woven from the energy of the elements. After the show presentation, guests could choose the continuation of the evening on their own. There were three zones with different line-ups on the site: Nikola Melnikov, Lukerya Ilyashenko and D-Pulse were responsible for the musical content. It was possible to see the cars up close, ask questions and sign up for a test drive in the presentation area. A new projection performance awaited the guests here: video images reflecting the uniqueness of the car were hidden behind abstract art content and became visible only when special red lenses were pointed. Article about the project on event.ru