Land Rover: THE NEXT GENERATION RANGE ROVER APP

Credits & Description:

Advertiser: LAND ROVER
Agency: WUNDERMAN
Category: Products
Interactive Producer: Fredrik Frizell (Stopp)
Executive Creative Director: Bob Lukasik (Wunderman NY)
Technical Director: Mathew Ranauro (Stopp)
Lead Developer: Cathy Shive (Stopp)
Senior Copywriter: Ryan Eagle (Wunderman NY)
Director Of Photography: Jordan Valenti
Executive Creative Director: Marc Sobier (Y&R NY)
Senior Art Director: Matt Lalande (Wunderman NY)
Director: Bram Coppens
Interactive Producer: Tena Goy (Y&R NY)
Content Producer: Elizabeth Hodge (Y&R NY)
Executive Producer: Jesper Pålsson (Stopp)
Interactive Designer: Michael Mcarthur (Blast Radius)
Creative Director: Zachary Richter (Stopp)

Brief Explanation
The Next Generation Range Rover app, The Trail Less Traveled, showcases the most capable luxury vehicle in the world on the most elegant platforms available: iPhone, iPad, and iPad Mini. Instead of relying on CGI, the app was created by shooting and editing over 70 hours of live action, feature film-quality footage… on all types of terrain… from every conceivable angle. The footage was then structured on each device so that users could switch between any of four synchronized feeds over eight stages to change their perspectives of the action on the fly. Each stage of the experience was differentiated from every other by having the vehicle demonstrate a specific mode of capability on a complementary terrain. This robust interface was then augmented with the addition of still imagery, videos, and interactive infographics to both tell stories of the vehicle’s intricacies and to draw explicit comparisons between this and all previous incarnations of The Range Rover.On top of being able to constantly switch the angles from which they would view the vehicle progressing through each stage of the app, users were presented with a host of other choices. Any of three soundtracks could be selected throughout the experience. The soundtracks could be toggled on or off along with ambient sound design that was created for every feed in every stage. Users were also given the choice of skipping from stage to stage with the help of an interactive map, detailing the respective product features covered for each. The result was a more complete experience than one would even get behind the wheel of The Range Rover thanks to an approach no one had ever tried before.