Jaguar are presented by a new crossover of E-Pace in the pool

One of the most non-standard tasks for car makers — to present to light the new car so that to emphasize its features and to make it other than competitors in a way. Considering a regularity of lunches of cars, to surprise experienced Moscow public not so simply.

Presentation of a new crossover of Jaguar E-Pace carried out

in the operating pool — MOSCOW CITY ACADEMIC SCHOOL OF ART AT OF THE RUSSIAN FEDERATION ACADEMY ARTS was chosen as a platform.

the Presentation to Russian Federation was conceptually built by

in unison to a world premiere of the car and had a slogan %23PereverniIgru. Campaign urged to change a habitual view of things and inspired to look at the world from a new foreshortening.

For development and implementation of the creative concept "Turn game" the creative agency answered with of Eventum Premo in collaboration with Tundra art collective. For registration of space Kovalishin Roman — the decorator, the florist and the founder of creative bureau VISIONÄR by Roman Kovalishin was called.

For the announcement and the beginning of campaign of Eventum Premo together with film school Fedor Bondarchuk created a special project — five provocative youtube-rollers with the open final where friends of a brand of Jaguar acted; to the audience suggested to think up an ending to rollers. The best ideas were finished shooting and published, having caused a cheerful agiotage in public for few months to an official premiere.

can study all videos on a site of Jaguar .

Installation

in style of the modern art organically fitted into an interior of the Soviet building changed by the VISIONÄR team by means of color lamps of muffled shades, syurrealistichny installations and the art objects created specially for action. The subjects "semi-antique", the correct lighting, neon beams, light and optical installations, lamp TVs with a glitchevy content, the mirror room of infinity cast by works Yaei Kusama - all this stylishly supplemented the concept %23PereverniIgru.

Proydya through a corridor of red lasers, guests at last got in operating shower the pool, turned in tropical neon dzhungli.

Pri to work on installations the team was inspired by Chris La Broia's creations, all which visual content is under construction on syurrealistichny receptions — from here creation of the concept, a combination of different styles and images of movies Linch David.