Challenge the impossible
Big and powerful SUVs are common-place.
But how can you demonstrate the power of the new performer to redefine the category and also get peoples’ attention? The Jaguar F-PACE challenge was born: to show the public the real performance a Jaguar SUV can deliver: by driving in a 150-ton steel cage.
Almost an Olympic Discipline
‘Challenging the impossible’ was the theme for the new F-PACE. The gravity-defying stunts took place next to Beijing’s ‘Bird’s Nest’ stadium.
Audiences witnessed two Jaguar SUVs chasing each other, seconds apart, around a steel cage - 8 meters high and 75 degree angled. Within just 45 days from brief to event day, we managed to design and construct the 150 ton, custom-designed, steel colossus; despite incessant, heavy rain and a strong wind before the event day. But the special effects in the evening did not result from the weather but from two Tesla coils that produced flashes of lightning on the cage. Guests could observe the spectacle via displays at their seats.
