How do you shoot a car in London without anyone seeing the car?

The LRX was Land Rover's biggest secret. It shifted the brand from its core off-road position into the mainstream car buyers market, making Land Rover accessible to all and competing on a whole new level.

To support the car’s launch at Detroit’s Motor Show, we wanted people to see the LRX in an iconic, impactful location that was, quite frankly, the last place you would think to see a Land Rover..

We chose Piccadilly Circus, at Christmas, at night. But there was one major hurdle – we couldn’t let anyone see the car.

Our CGI division got to work developing a virtual LRX from CAD file data. They placed it in Piccadilly Circus and captured the reflections and shadows so precisely that no one can tell whether it was 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.