London, January 2017
Land Rover Velar Launch
The Design Museum in London hosted the world premiere of the new Range Rover Velar. Designed, engineered and manufactured in the UK, the Velar is the new addition to the Range Rover family, filling the space between the Range Rover Evoque and the Range Rover Sport.
To accompany the launch, Kate Dawkins Studio designed and creatively directed the content and partner dandelion + burdock created and produced the animated content. For this launch the challenge was to projection map the Design Museums unique parabola ceiling at their new location in London. The uniquely shaped interior of the building welcomed the new Land rover Velar on a stage in the atrium of the building. Masking the car before the reveal was a giant triangular semi-transparent sail.
The brief was "less is more". The new Velar is all about reductionism, and the content needed to mirror this. The three minute animation that we created together began by drawing upon the heritage of the original Velar from 1969. We drew on shapes and silhouettes from the iconic debut vehicle of the legendary company. From here we moved onto focusing on the new qualities of the 2018 Velar all centered around consumer focused technology.
Accompanying this show piece was a bespoke live score written by Dominic Shovelton. This was played by an 18 piece orchestra.
Jaguar Land Rover
- Creative Direction and Design
Kate Dawkins Studio
- Production Company
Kate Dawkins Studio & dandelion + burdock
- Animation & Projection Mapping
dandelion + burdock
- Sound Design