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jAGUAR XKR
Photography


Conveying fear instead of horsepower and styling by pretending that the car is a live wild cat.


Background and goals
Driving a sports car is an emotional experience that is challenging to sum up in still images. Instead of communicating the vehicle’s immense power and styling, the goal was to convey one emotion through composition of only one image.

Design solution
Fear was communicated by pretending that the vehicle is a ferocious wildcat and hiding from it underneath a nearby trailer. By slightly obstructing the view, the supporting beams of the trailer create tension and in return reinforce the emotion.