We worked across continents to create an unveiling film that captures the ambition and craft behind the reimagined Freelander.
Jaguar Land Rover partnered with Chery to bring the iconic Freelander into a new electric era as a 2026 concept car. A confident fusion of British design heritage and cutting‑edge Chinese technology, created for a new generation.
Built around the core idea Find Your Freedom, the brief was to create an epic unveiling film that felt premium, emotive and forward‑looking, designed to build anticipation and momentum ahead of a live‑streamed global reveal.
Alongside the hero film, we produced a suite of Making Of and Design Philosophy films. These explored the ideas, influences and intent behind the car, and the close collaboration between design teams in Gaydon and Shanghai.
We set out to introduce the new Freelander in a way that felt striking and unexpected. Using light, symbolism and movement, the unveiling film brings the car into being, revealing its form and presence piece by piece.
The Making Of and Design Philosophy films tell the wider story behind the concept, focusing on the people, thinking and craft behind the design, captured through real moments from the process.
Working across time zones with teams in China, Europe and the UK, the project was delivered fast. Constant collaboration, quick decisions and a fluid way of working kept everything moving without losing focus or craft.
A bold unveiling film supported by a wider suite of design‑led content, helping build momentum around the Freelander concept and contributing to strong early pre‑orders ahead of the production launch.
