Jaguar Land Rover Innovation Lab 2

The challenge

How to better last years resounding success that was Innovation Lab 1. This year we were tasked with going even deeper to create a showcase for Jaguar Land Rover's technical innovation on their Global Motor Show stand. We created eight activations that were at once intuitive, engaging and informative.

I was responsible for creatively directing the conception and production of all activations, co-leading a large team of talented creatives and designers. My role included creating physical and digital interaction and spaces, writing and directing animated and live-action films and ensuing all creative ideas and production was up to the standard of Jaguar Land Rover's premium brands.

Agency: Imagination

My roles

  • Creative Director
  • Art Director
  • Script / treatment writer
  • UI/UX design

The process

Innovation Lab 2 -  process
Slide show of example process materials.

This was a huge creative team effort and included work by User Experience Architects, Interface Designers, 3D digital and physical Designers, entire films crews and post production houses, Illustrators, Animators, Editors and, of course, some great producers.

We used moodboards, scamps, wireframes, prototypes, scripts, and storyboards to achieve our goals and keep the client onboard and up-to-speed along the way.

The solution

We created eight elegant and intuitive, interactive installations that captured the publics imagination. The Innovation Lab included physical interactive installations, live and animated films, multi-language content and great on-brand messaging. Below are details of four of my favourite experiences.

Key deliverables

  • 7 interactive installations
  • 22+ live action and animated films
Ingenium Engine 2 slideshow
Watch content and see how the Ingenium Engine activation worked.

Ingenium Engine 2

A stunningly beautiful activation made from finely etched glass slices creating a, near life-size, 3D dissection of an Ingenium engine. Nestled within the etched glass slices three transparent interactive screens that visitors could pull out to reveal customer benefits and technical details about specific engine parts through a series of stunning 3D animations.

Watch the slideshow on the left to see highlights of the content and the experience.

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Driver Assistance

Jaguar Land Rover's assisted driving technologies help keep drivers safe and comfortable. To highlight the ability of the tech I created a series of simple games using real life scenarios that challenged visitors to better the response and accuracy of the tech highlighting how clever and intuitive it really was.

The game was surrounded by a series of animated films that allowed visitors to deep dive into the technology for detailed explanations and diagrams.

Watch the slideshow on the left to see highlights of the content and the experience.

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A series of films made by Alex Osman for Jaguar Land Rover - slideshow
Watch content and see how the Connected Car activation worked.

Connected Car 2

Two new films that bring to life Jaguar Land Rover's Connected Car technology. This year we focused the story on two families and emphasised how the technology serves helped them in their active lifestyles, keep them connected and ultimately bring them together.

The films were embedded in beautiful display cases that chapterised the narrative across a 'day in the life' of the families. Displayed next to the films a suite of connected hardware products that synced with the story to highlight their role.

Watch the slideshow on the left to see highlights of the content and the experience.

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Jaguar launched their first ever electronic vehicle in Los Angeles and as a technological first it was one of the highlights of the Innovation Lab when it hit California.

The installation featured a car with moving wheels simulating a road trip from Laguna Beach to Las Vegas. The experience was designed to highlight key features and benefits through an engaging, interactive journey that emphasised the cars ecological credentials as well as its classic Jaguar 'drivability'.

Watch the film on the left to see highlights of the content and the experience.

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The metrics and ratings from visitor's feedback where the best ever with all activations coring well above 80%. The client was very pleased - our only problem now is how to go one better again next year!

Please contact me if you would like to know any more about this (or any other) project.