Defender – Mena 525
Overview
Our MENA region planned to launch a limited edition of 600 Defender 525 Ultimate Edition V8 models. With five exclusive exterior colourways debuting for the first time, we were asked to help showcase these vehicles in memorable backplates which would resonate with the region.
The Brief: Create a master set of 12 epic images to showcase MENA’s newest Limited Edition Defender – the 525 Ultimate Edition.
The challenge: 3 unique locations – Desert, Mountain and Urban using AI and CGI to conceptualise and produce.
The Result: A series of commanding visuals seen across OOH, social media and DX platforms.
Powerful visuals that echo our Defender Journey campaign and help capture the V8 capability…
Showcased over multiple OOH sites across the MENA region for the Ultimate Edition launch.
Work in progress evolution, Urban was sadly shelved…
…and a small hint at how much work goes into the final delivery.
A project that gave me huge insight into materiality and product nuances.
Urge overkill but this image sums it up – a time restricted parking sign under the V8 Defender,
adjacent to what looks like limited driving pleasure. Unparalled Perfomance indeed.
In closing
Art Director on UKIA Creative Team.
Creative Director: Francisco Pedera and Pete Sanna
Creative Team: Sue Schimmel, Emily Blaney, Ali Yaqoob
GGI & Retouching: Teyo Cuadrado, Luigi Russo, Marie Taylor, Charlie Rabicano, Ben Milligan, Lindon Matthews, Lam Chi Ly.
Strat & Client Service: Pierre-Henry Briec, Charlotte Avil, Ana Prokhorenko
PM: Kamran Haider. Production: Pelagia Fyntrili
My first backplate job embracing AI and Midjourney. A steep learning curve but one which gave me invaluable product insight (and a front row seat) presenting in tandem during JLR design reviews.