The solution: Let visitors star in short, animated driving movies
The tour is supported by specialist automotive event agency APS. Frankfurt-Film GmbH was also invited on board in 2017 to produce a making-of documentary of the Art of Performance Tour. The team soon hit on the idea of using the film crew’s presence on site in other ways, too. Rather than just filming and interviewing visitors for the documentary, the visitors would also be offered the opportunity to be virtual stars in their own short, personalized driving movie.
The plan was to house the movie set in a tent where the visitor/virtual movie star would sit in a special car seat, with different takes being shot from two camera angles. These might for instance show the driver bubbling with excitement and anticipation as they start the engine, taking a high-speed left-hander or celebrating after winning a race. The footage would then be integrated into three movies, each featuring a different Jaguar model. A key post-production requirement was that a complimentary copy of the finished movies should arrive in the tour visitor’s mailbox within three days.