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Actual Reality

Jaguar New Zealand

Issue 38 | March 2016

Background

Jaguar needed to refresh its image as a marquee for old, rich white guys.

Many car makers had been using virtual reality technology to showcase their new vehicles. But with the punchy new Jaguar F-Type there was simply no substitute for the raw, visceral experience of actually driving one. The task, then, was to demonstrate that digital technology was still no match for rubber and road.

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