‘lighting up vegas’ experiential
Jaguar electric cars / jaguar formula E
LIGHTING UP VEGAS EXPERIENTIAL and CONTENT
To launch the new electric Jaguar I-Pace to the world’s press in the week before CES, we decided to bring both the road going Jaguar I-Pace and the Jaguar Formula E race car to Las Vegas and create the world’s biggest electric car experiential event. And produce a range of content films and technology interviews from it.
Role: Art Director.
Agency: Spark44
The Fremont Street Experience
We wanted to create a tangible experience of what regenerative braking is and show the direct link between our race technology and the benefits that has for our electric road cars.
The location would be Fremont Street, home to some of the most iconic Las Vegas signage. Its illuminated roof covers a 426m (1,400ft) pedestrianised precinct, and is comprised of 12.5 million LED lamps. The audience would be the invited press and CES visiting influencers. As well as a section for the general public.
The plan, very much loved by the client, was to drive the I-Pace and Formula E cars under the canopy over a distance of 250 metres (820ft), accelerating from O to 75mph and then using the regenerative braking system to slow the car down to 37mph before braking to a complete stop. The engineers would use the live data coming out of the cars, telling the crowd how much energy has been captured by the regen system, and to visualise that energy in a dazzling light display on the canopy overhead in real time. Influencers and selected members of the visitors would then be offered a seat in the road car for repeat runs.
