Jaguar.
Director’s Cut
Stills & Video
“Who you choose as your business partner is paramount and the wrong mindset would make the whole house of cards fall. We chose good. We banded together, we stayed calm, we even laughed (ok, I shouted once but out of love :-).
We took the shoot days head on, and the result showed the passion we all have for the work we do but the Oscar would have to go the My Perfect Cousins team. Without them we would have been up s**t creek without a paddle.”
Maja Mcintosh
Producer, Accenture Song
Exceptional Outcomes
From a four day production we shot enough raw material for three months of high-end social content, building a deep treasure trove of stills and videos, enabling the delivery of a rich variety of on-brand content.
We delivered content which not only exceeded expectations in terms of quality but also the size of the yield. As a full service production company, we were able to take care of everything in house for the films all the way to the final graded and mastered outputs. We even wrote the music, you can read more about that further down this page.
The final 3x3 Instagram feeds for each individual model of Jaguar vehicle.
Brief
We didn’t have strict storyboards or narratives, but the look and feel had to be 100% the ‘Jaguar World’. We were free to explore, this wasn’t about a particular story, it was about drawing attention, creating a feeling of luxury and a sense of intrigue. We needed to see the beauty of the cars, but not in an obvious way. We also needed to create a lot of content in a short time.
When a brief is so free, there’s a risk of misinterpretation and completely missing the intent. Thorough research in pre-production combined with a strong understanding of the brand and Creative Director Dan Smith’s vision, contributed to minimising any risk in production and thus optimising the amount of usable images and footage for post-production.
Examples of final stills used as Instagram thumbnails.
The video content needed to be vertical first, this was the priority format for social channels, the stills were a mix, it was crucial we delivered production levels usually reserved for ‘Advertising’ campaigns. This meant lighting these beautiful cars perfectly, but also creating a rich colour depth, atmosphere and polish aligned with the iconic yet contemporary Jaguar brand.
Examples of the final delivered videos.
Music
We were asked to create bespoke compositions for each mark. Accenture & Jaguar provided some key references, but they also allowed us the freedom to explore our own interpretations of the briefs.
As the compositions hinged on capturing the individual moods being present on set and actually existing inside these environments really helped our in house composer inform the aesthetic choices of each piece and as such some of the music was actually created on set.
Due to the sheer number of outputs it wasn’t feasible to create new music for each and every video and just using the same price of music for all of the videos would get too repetitive so we instead had to make the compositions flexible, each having alternate versions ranging from ambient to more uptempo versions of the original.
Result
At time of writing this organic content has yielded 550K likes, 2.5K comments and 20 million views on Instagram. Now that’s ROI!
When a client gives you the trust and confidence to solve the inevitable issues and deliver the right project outcomes, on time and on budget, they’re a real pleasure to work with.
Behind the Scenes
If you’ve got this far then you may wish to look under the hood (pun intended :-)
Ps.
We also won an award for Best Social Content by Pro Moviemaker Magazine, so the results were a success on many levels.
“In the Social Media class, we were blown away by your very cutting-edge work for Jaguar Cars. The series of uber-cool, super-stylish and very colourful short clips of their latest car launch are fun, classy, aspirational and really do take Jaguar into a cool, new direction.”
Adam Duckworth
Editor-in-Chief, Pro Moviemaker Magazine
Award-winning Content with My Perfect Cousin
