British singer-songwriter Dua Lipa is the face of Jaguar’s new electric car, I-PACE.
The Dutch creative production studio Ambassadors crafted the accompanying campaign films in partnership with the agency Spark44.
Based on Dua Lipa’s driving behaviour, Jaguar made a special remix of her new song Want To, which was released recently, to show that the classic British car brand is both ahead of time and understands the sign of the times.
Music fans around the world can create their own version of Dua Lipa x Jaguar’s song on the Join The Pace website
based on their own driving behaviour or the music they listen to – and share it on social media. In fact, shortly after announcing the collaboration Jaguar and Dua Lipa set the world record for the ‘most remixed song ever’.
Commissioned by Spark44, Jaguar Land Rover’s own agency (that also created the spectacular Dragon Challenge
for Range Rover earlier this year), creative production studio Ambassadors produced and directed the commercial and social content, as the starting signal for the collaboration.
Vincent Lammers, creative director Ambassadors, said: “Within a day our writer, Asli Zeren, and I got our creative brains together and had a treatment for them that was highly focused on combining Dua Lipa and the three versions of the car we had to include in the film. We chose to approach this project much more as a music video then a car commercial.
“The moment we had a go, Ambassadors started working at full force to get this job done. VFX supervisor Stephen Pepper, head of 3D Will Jeffers and flame artist Bas Moonen got involved on figuring out how we were going to make all these visual ideas a ‘reality’ – and boy did they! Asli and I stayed involved as guardians of the treatment and collaborated intensively with the creative team at Spark44. A tight production was run in London to get the perfect shots of Dua Lipa and the Jags for us to bring it all together. After that, back in Amsterdam our VFX and 3D team starting working their magic and colourist Matt Hare got involved to work on the final look of the film.
“Ambassadors was present as a creative studio, VFX studio and production company. Overall this project was a crazy run full of twists and turns, but we never lost sight of our goal, because we were there from the beginning till the end. We always kept in mind what we were making from an artistic, production and technical point of view and stayed true to our studio vision, which is ‘collaborate through creativity’, while aiming to make the highest quality of work. In my humble opinion this was a perfect example of a collaboration of crafts, where the sum is greater than the parts.”
Sander Heeroma supervised the whole production: “The pressure on the planning and the results were unprecedented. We had to plan to shoot with both the cars and Dua Lipa all in one day within three large studios [Shepperton Studios] in London. The team we put together came from Paris, Brussels, Canada, Germany, Poland, England and the Netherlands – it’s a dream come true for a producer to gather the best people together and work intensely with the artist/talent, the composer and clients (agency and advertiser). That is an absolute condition for a job that listens so closely.
“The same applies to the creative, top-down management from Ambassadors: everybody was thoroughly briefed beforehand and the output, including all content for all social channels in all countries, was crystal clear. This was a textbook example of a very tight, modern day, utterly professional international production.”