We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • rr2
  • rrs
  • rrs 1
  • rrs3

Positively Charged

Client: Jaguar Land Rover
Brand: Range Rover Sport

We used a Large Hadron Collider-like particle accelerator as the setting for the ad.  Called “Positively Charged” we see two particles being fired at each other within the circular tunnel of a particle accelerator. As they collide there is a huge explosion of millions of charged particles that slowly condense to form a white-hot Range Rover Sport.

The setting was chosen to demonstrate the speed and the power of the vehicle as well as its dynamism and innovation.

The campaign was directed by Johnny Green and produced by Hungry Man with post production handled by The Mill.

The shoot was broken into two days of live action filming and two days of visual FX which included car parts being detonated in water tank and filmed in 500 fps. To create the sumptuous effects there were also thousands of hours of post production with the eventual film taking 7 months to create from script to finish product.

Your session will expire in xx.xx
Continue or Log Out