To support Jaguar's beautifully shot TV campaign, featuring the tagline "It's good to be bad" and starring many of Britain's greatest actors, I was asked to design an immersive digital experience to entice and entertain users online. In order to deliver a stunning, engaging experience, I provided art direction and design to facilitate the likes of The Mill in creation of the 3D assets, whilst working within the existing CMS upon which Jaguar's international website ecosystem is built. The resulting experience won acclaim and featured on the FWA shortlist.
It was imperative that the experience had consistency across devices, and that none of the magic was lost. I achieved this by considering the platform constraints and limitations up front, planning and designing accordingly. The result is a slick, engaging and fully responsive site.
I explored various options when it came to interaction and animation design. While The Mill would be responsible for the final creation of assets, I investigated particle effect model transitions, mouse and tilt-sensor reactions and page loading/reveal animations. My work in this area greatly assisted production, conveying much more than a scamp or storyboard by illustrating the overall mood of the experience.