ABOUT

Working with global media agency Mindshare, our brief was to create an innovative experience that helped build on the success of last years campaign, using the unique strengths of virtual reality to connect people with emotions of the The Championships, and announce the appointment of Andy Murray as the Jaguar UK Ambassador.

Our approach was ambitious, and a first in VR. The concept was to create a cinematic quality VR experience, a short story, capturing a single, highly charged moment-in-time for Andy Murray and everyone at Wimbledon, and to put you inside the mind of a champion. This involved a complex production pipeline, with 4D character scanning and a specialist array of 125 Digital SLR cameras to capture Andy Murray and 24 other hero characters, motion capture technology for animation, and Unreal Engine 4 as the real-time development engine.

A dedicated team of 20, worked tirelessly to beautifully recreate the All-England Club in meticulous detail, with stunning, hyperreal hero characters, and Wimbledon populated with over 14,000 people.

The virtual reality experience debuted at Goodwood Festival of Speed, followed by London Waterloo station as part of a Jaguar #FeelWimbledon experiential zone running for the duration of the Wimbledon Championships. As part of wider campaign amplification, the experience was also distributed via Youtube and Facebook as 360 and 2D videos, while renders from the experience were deployed on the enormous transvision and motion screens at Waterloo station, and through Jaguar’s digital and social channels.