Jaguar Land Rover: advert-body-1 by Spark44
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The Art of Sound by Jaguar F-Type SVR, the first in a series of films, demonstrates the science of cymatics and making sound waves visible. Bringing to life the utterly distinctive and pulse-quickening sound of the F-Type SVR, it visualises the sports car’s Titanium Active Exhaust frequencies as intriguing patterns.
The 130-second film, directed by Steve Downer, was filmed in the Jaguar Land Rover semi-anechoic chamber at Gaydon, Coventry, UK. The social-led campaign will launch on Jaguar’s global channels including Facebook, Twitter, Instagram and YouTube targeting Jaguar fans.
The concept was devised by Spark44, the global creative and demand creation partner agency for Jaguar Land Rover; and executed by the FX specialist Machine Shop. A bespoke algorithm was built to interpret the exhaust note of the F-Type SVR and transform it into frequencies to form these patterns, transforming the poppy seeds into kaleidoscopic visuals. The multiple pattern images formed and changed, subject to the changes in exhaust sound.
Credits
Werner Krainz - Chief Creative Officer -Spark44; Nick Hearne - Creative Director - Spark44; Steve Downer - Director - Mad Cow Films; Justin Hackney - BTS Director - Mad Cow Films; Nicholas Unsworth - Executive Producer - Mad Cow Films; Jonas Blanchard - Producer - Mad Cow Films; Nick Armstrong - Editor - Cut and Run; Jim Allen - Flame Op - Big Buoy; Polly Durrance - VFX Producer - Big Buoy; Mark Horrobin - Grade - Big Buoy; Munzie Thind - Head Sound Engineer - Grand Central Recording Studios; George Castle - Sound Engineer - Grand Central Recording Studios; Paul Mann - Senior SFX Supervisor - Machine Shop; Mats Rivenes - SFX Supervisor - Machine Shop; Iain Suffield - NVH Advanced Technologies Specialist - Machine Shop; Paul Cooper - SVO Project Engineer - Machine Shop; Nigel Harniman - Photographer; Nick Dobson - Business Director - Spark44; Natalie Coomer - Account Director - Spark44; Oliver Creamer - Agency Producer - Spark44
