Challenge

Create a stunning image to launch the new Land Rover LRX, a vehicle that shifted the brand from its core off-road position into the mainstream car buyers market. But don't let anyone see the vehicle when doing the photography.

Insight

The key was to find a place instantly recognisable, yet the last place you'd expect to see a Land Rover.

Solution

We chose Piccadilly Circus, at Christmas, at night. Burrows CGI Studio got to work developing a virtual LRX from CAD file data. We took a picture of Piccadilly Circus with a spheron camera and put the two together.

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We recreated the reflections and shadows so precisely that no one can tell whether it is CGI or a real life shoot.

The client was delighted with the quality and the savings on production costs. We were delighted it won CGI Still Image at the Escape Awards.

Just to show that there's no trickery here, we've replaced the Land Rover with an Aston Martin...