Preview image for a video called I-Pace Concept directed by Frame for Jaguar

Dirty Films takes Jaguar on a trip to the future for the all-new electric I-Pace Concept

“Forwards. That’s where the answers lie…” and so begins Jaguar’s journey into the world of electrically powered cars.

Dirty Films’ directing collective Frame take us on a hypnotic ride through an abstract and geometric universe to launch Jaguar’s all new electric sports car: the I-Pace Concept.

Collaborating with Spark 44 London, the film reveals features of the car and it’s noteworthy design in an infinite zoom world, and in doing so pushes our understanding of what a car product film can be.

As we travel through a universe made up of kaleidoscopic tunnels of light and abstract shapes, the car’s features become more detailed and defined, and the car’s geography is revealed.

“Our primary inspiration was the White Stripes music video “Seven Nation Army”. We wanted the journey to be hypnotic and relentless, evoking feelings of forward motion as if being carried by the smooth but powerful electric engine from Jaguar”, says Dirty director Tom Crate, lead director on the project.

Known for his pulsing, driving electronic music, cult London-based producer Rival Consoles (Ryan West) was approached to compose the score and to apply his brand of music to the film. Ryan worked closely with Dirty and Frame to develop sounds that built a strong synergy between track and picture. By starting work on the music well before the first day of shooting, sound and picture influenced and traded with each other throughout the production process.

Production Company: Dirty Films
Director: Frame
Executive Producer: Alex Bedford & Benjamin Parkin
Line Producer: Mike Carr
Production Assistant: Kristina Epenetos
Production Assistant: Apoa Falby Clark
Director of Photography: Bernd Wondellek

Post Production: Frame Post
Animation: Matias Hansen
Animation: Sacha Wechselmann
Animation: Tyler Heacox
Animation: Jacob Linnemann
Animation: Aske Westh
Animation: Filip Kobjevski
Concept Artist: Toros Kose

Jaguar I-Pace Concept “The Future Is Forward” PR

Colorist: Denny Cooper @ Rushes

Agency: Spark 44 London
Global Creative Director: Nick Hearne
Creative Director: Greg Phitidis
Creative Director: Mats Perrson
Producer: Roz Prentice
Producer: Louisa Meecham
Business Director: Oliver Hill
Global Account Director: Bryony Lawson

Client: Jaguar Land Rover
Global Head of Digital Marketing: Dominic Chambers
Global Digital Marketing: Andy Parker
Marketing Manager: Laura Hopes

Composer: Rival Consoles (Ryan West)
Record Label: Erased Tapes
Sound Design: Mark Hellaby @ 750mph
Voice Over Artist: Mark Strong