Rapid Director Dave Klaiber Defies Definition in Latest Jaguar Campaign
Introducing the Jaguar brand to a new generation of luxury car enthusiasts, Rapid director Dave Klaiber is behind 'Jaguar Roar Your Way', the recently released campaign from agency Spark44 Sydney.
Creating a series of unconventional films that push the boundaries of art, fashion and cinematography, Klaiber collaborated with cinematographer Tim Tregonning to help establish an updated personality for the auto brand that departs from the more classic Jaguar style to one that challenges the stereotypes of who a Jaguar driver truly is.
Pulling together a crew of specialist artists, including renowned photographer Hugh Stewart and fashion stylist Kelvin Harries, Klaiber's approach was to create a visually
enchanting narrative to combine the movement of the car, the camera and the talent in to one choreographed dance.
Says Klaiber: "This campaign is about progressive style; it's about a visual look, effortless fashion, true performance and slick
movement. And, most importantly, it's about creating something that defies definition and that sits beyond traditional advertising as we know it."
Says Susannah Phillips, executive producer, Rapid: "Casting authentic and edgy characters and some unlikely backseat heroes, juxtaposed with timeless location backdrops, and a pulsing soundtrack, Dave has smartly captured the progressive nature of the Jaguar brand."
Creating a series of unconventional films that push the boundaries of art, fashion and cinematography, Klaiber collaborated with cinematographer Tim Tregonning to help establish an updated personality for the auto brand that departs from the more classic Jaguar style to one that challenges the stereotypes of who a Jaguar driver truly is.
Pulling together a crew of specialist artists, including renowned photographer Hugh Stewart and fashion stylist Kelvin Harries, Klaiber's approach was to create a visually enchanting narrative to combine the movement of the car, the camera and the talent in to one choreographed dance. movement. And, most importantly, it's about creating something that defies definition and that sits beyond traditional advertising as we know it."Says Susannah Phillips, executive producer, Rapid: "Casting authentic and edgy characters and some unlikely backseat heroes, juxtaposed with timeless location backdrops, and a pulsing soundtrack, Dave has smartly captured the progressive nature of the Jaguar brand."
