Creating car launches, particularly for sportier models, is something we’ve been doing since Optimum began, so being asked to launch the Season 6 Jaguar I-TYPE created quite a buzz around the office.

The launch was also due to take place in the newly-completed Jaguar Land Rover Advanced Design Studio at their Gaydon, UK site, so we had to opportunity to help show a new vehicle to the media in a brand new building.

As the building was still under construction during the planning phase of this project and with little information about the technical capabilites of the to-be-newly-created venue, the focus had to be on the physical drama of the reveal so that we could add in any technical flourishes toward the end when the venue capabilities became known.

We decided to accommode the worldwide press and media directly alongside the moving car, with the drama of the drive-through reveal increased through the positioning of the audience relative to the car, using the later addition of tehcnical wizardy to enhance rather than drive the moment of the reveal.