Jaguar Art of Performance Tour

Jaguar Art of Performace Tour (捷豹 感知性能美学)

A collaboration with Jaguar Land Rover and Imagination; The Art of Performance Tour brings forward Jaguar Land Rover's classic British Heritage in an exposé that bridges trusted performace to to the way humans connect with Jaguar's powerful machines.

Art of Performance marries the iconic design language of Jaguar vehicles with 3 digital installations in 20 cities across China.

1. World Record Cam

2. Reactive Wall

3. Paint Studio

World Record Cam

To celebrate Jaguar's 80th anniversary, an F-PACE drove a world-record breaking 360° loop. This amazing accomplisment was recorded from many angles, and with high-speed cameras, to be shared with the world.

In this activation, participants could dress up as legendary stunt driver Terry Grant, and snap a F-PACE themed high-speed motion-photo to be shared on social media.

Jaguar-themed backdrop for taking the motion-photo
Jaguar-themed backdrop for taking the motion-photo
Slo-mo souvenir, shareable on WeChat

Reactive Wall

The Jaguar F-PACE is a technologically advanced vehicle, passively attentive to its driver's every movement. To embody this concept, we invisioned a large interactive wall which evolves and reacts as passerbys come and go.

Reactive Wall Setup for Suzhou, Jiangsu province
Reactive Wall Setup for Suzhou, Jiangsu province
Video compilation of the effects available on the reactive wall. Large spots of particles indicate a person passing by.

Paint Studio

Just as the car designers at Jaguar bring vehicles to life through sketching, so can participants with the Jaguar Paint Studio.

Provided with 6 artist-drawn sketches of cars, and 4 color pallettes, participants could bring their a car sketch to life on a digital screen, using a real paintbrush.

A younger participant, choosing a color palette.
A younger participant, choosing a color palette.
A participant adding the final touches to her piece.

My contribution to the project was to:

  • imagine concepts for digital activations,
  • validate concepts for brand and cultural fit,
  • implement software, and design hardware for photo booth installation,
  • produce design and experience specifications for distribution to remote development teams,
  • ensure quality, stability, and deployability of activations.

The Art of Performance Tour was deployed in 20 cities across China from January to March 2016.

Client: Jaguar Land Rover™
Team: Mauricio Estrella, Sam McMorran, Samuel Walsh, Iain Greenhalgh
Agency: The Imagination Group
Role: Senior Creative