Jaguar I-Pace Launch


With a world-class foray into the electric vehicle (EV) marketplace, Jaguar wanted to take the U.S. market by storm. So that's just what we did.


Dream up and execute an attention-grabbing tour that would raise awareness and interest in the I-Pace.


ICON proposed a series of Video and Photo spots that would be used both internally and externally to generate a buzz around the launch.

The first shoot was a vehicle convoy “flash mob” around San Francisco during the Global Climate Summit that drove by several key landmarks. This took place three months before the vehicle went on sale. We used this opportunity to capture hero images for their marketing plans, social media, and PR/communications.

This video had a call to action that drove people to sign up for the Jaguar Electrifies tour that started in San Francisco a few weeks later. The tour was a full experience that featured ride and drives, social sharable moments, and new technologies that were showcased by Wired Magazine.

The tour stopped in San Francisco, Miami, and Los Angeles.

The events were such a success, that Jaguar decided to create an abbreviated version of the tour experience at a number of major Auto Shows including LA, Chicago, and Washington DC.

In 2019, the I-Pace went on to win "World Car of the Year,” “World Green Car of the Year,” and "World Car Design of the Year”—a clean sweep from the World Car Awards (WCA).

"Extremely successful event."

Jaguar Land Rover

men walking by jaguar i pace car