CLIENT: LAND ROVER
DIRECTOR: MICHAEL KIRBY SMITH- WAVE MEDIA
ABOVE AND BEYOND
That's what our work with Land Rover has always been about. Whether it's a community-building event or film, we have always focused on the journey, not the destination. We teamed up with Wave Media to make these notable productions for Land Rover and Range Rover.
EXPERIENCE OFFROAD
ADVENTURE IS ABOUT THE EXPERIENCE
In the world of automotive excellence, adventure and luxury are the ultimate forms of escape and indulgence. Our journey led us to create elevated films and photography that capture this essence. But let's start at the beginning and explore how we reached this pinnacle of sophistication
RANGE ROVER HOUSE
Event, Online Video, Social
Our story started at the Monterey car week with Land Rover's release of The Range Rover SV Carmel Edition, paying homage to the beauty of the Carmel Coast. We partnered with Wave Media to put together an event to announce this ultra-exclusive vehicle to the guests at the first ever Range Rover House in North America and showcase the craftsmanship and design elements which make this edition so special.UNVEILING THE CARMEL EDITION.
LUXURY SOCIAL
While on the ground, we shot, edited, and delivered social posts alongside the Range Rover/Land Rover team in real-time. The speed and precision were one of our most ambitious endeavors to date.
NEXT STOP, PARK CITY
GREENLIGHT
When our event posts were a hit, we did what we do best, and scaled up production. We captured every moment during Monterey car week and put together a video experience for Range Rover owners who couldn't make it out. Not only was it a huge success, making waves in the press, it brought the community of Range Rover owners closer together with the Land Rover team and ultimately led to our next project with the Land Rover team.
LAND ROVER TREK
Event, Online Video, Social
UNCHARTED TERRITORY
Our next journey with Land Rover lead us to Manchester Vermont. In partnership with Wave Media, we worked closely with the Land Rover team to put together the 2022 Land Rover Trek Competition for Land Rover retailer staff to educate and test some of the best off-road driving experts across the U.S. and Canada in off-road driving, navigation and team collaboration.Competitors drove the 2023 Defender 110 specially outfitted for the competition. We pitted 100 three-person teams (90 from the U.S. and 10 from Canada) against each other in head-to-head team and group challenges. This competition was designed to put both the drivers and the cars to the test.OVERLANDING MECCA
While the competitors were being put to the test, our crew was close to the action on the ground capturing every moment. With our team shooting and editing live, we had social posts and video experiences for those who couldn't participate before the competition even wrapped.
BACK ON THE ROAD
Through the spirit of competition and a shared passion for taking the road less traveled, we were able to bring together Land Rover retailers and dealers from all over the U.S. and Canada. This togetherness inspired our next project with Land Rover to recognize the efforts and services of non-profit organizations in North America.
DEFENDER SERVICE AWARDS
Celebrating and honoring non-profits for leaving a positive impact.
BRINGING IT HOME
The last stop in this story, Destination Defender. Inspired by the endless acts of service across the U.S. and Canada, we worked closely with the Land Rover team to create the 2022 Defender Service Awards, where U.S. non-profits and Canadian registered charities are recognized for making a positive impact in their local communities. With partners such as Kong, Dentsu X, Outside Interactive Inc, Ei3, and Pelican having joined to further recognize these organizations' incredible service works. To announce the winners, we launched Destination Defender, a premium weekend celebration curated for the Defender enthusiast. Taking place at Oz Farm in Saugerties, New York, the event featured Defender inspired experiences including, live music, adventure activities, guest camping and glamping sites, learning seminars, heritage display, and an evening celebration announcing this year’s Defender Service Awards winners. The 5 winning organizations received custom Land Rover Defender 130 vehicles and was awarded $25,000 by the category sponsor. Along with Chase Bank donating $5,000 to each of the five finalists per category.NOTHING LEFT UNTURNED
To let everyone relive their favorite moments and to make sure that those who couldn't make it weren't left out of the fun, we created extensive video and photo experiences to make sure no one was left behind.
RESULTS
The campaign organically grew Land Rover’s Defender and Range Rover communities and cultivated close-knit relationships between owners and enthusiasts. While also being a hit on social media with over 50 million views.