Concept creation of pre and post-race social assets in support of Jaguar Racing’s next two seasons of Formula E.
Art Direction, Design
Social campaign creative. Jaguar Racing.
A winning formula
Sporting a new car and livery for their third season in Formula E, Jaguar Racing wanted to create a new suite of social assets to highlight their promotion of electric vehicles. The illustrative content used for social assets in their first two seasons had been beautiful but was expensive to produce, limiting design-wise, affecting how it could be used, and a massive pain to get client sign-off!
Requirement
Production of the final assets was to be handed over to both the social team and a video production company, so to allow for better scalability, a template-driven approach was needed.
Using the Jaguar Racing electric blue brand elements as a framing device to house photographic or video content gave us the freedom to create concepts that offered flexibility while retaining a shared look and feel across media.
Solution
We proposed a design that utilized overlapping layers in various opacities that could be used as diamond-shaped content containers, transitions, or incidental animations. The location imagery and race video assets sat within these frames in their original colours or tinted brand blue, with cut-out driver assets and bold typography on top.
The design was so successful that a much greater range of output was achieved than originally scoped, which was handy as the team became much more successful in the next couple of seasons.
Results
