Jaguar I-Pace

Forwards. That's where the answers lie...? and so begins Jaguar's journey into the world of electrically powered cars.

Frame drives Jaguar's all-electric concept car forward and takes you on a hypnotic ride through an abstract and hypnotic universe to launch Jaguar's all new electric sports car: the I-Pace Concept.

The film is directed by Tom Crate from Frame and all post production done at Frame.

Collaborating with our good friends from the production company Dirty Films and agency Spark 44 London, the film reveals features of the car and it's noteworthy design through an aluring, infinitely zooming world, and in doing so pushes our understanding of what a car product film can be.

Our primary inspiration was the White Stripes music video "Seven Nation Army". We wanted the journey to be hypnotic and relentless, evoking feelings of forward motion as if being carried by the smooth but powerful electric engine from Jaguar. We wanted to create an "infinite zoom"? effect where the entire film becomes one seamless trip through the formation of the new electric car from Jaguar.

As we travel through a universe comprised of kaleidoscopic tunnels of light and abstract shapes, features of the car become more detailed and defined, and the car's geography is unraveled.