Credit: Creative Director

Product films don’t have to be boring. They’re only boring when the product is treated like a list of features instead of a moment with stakes.

On the Range Rover Sport x Goodwood partnership, I worked directly with JLR to creative direct and art direct the content. The brief was to build a genuine link between Goodwood’s heritage and the Range Rover world, while heroing the launch of the new tyre.

So I anchored it in a modern pit stop ritual. The Range Rover Sport pulls in, the old tyre comes off, the new one goes on. Precision, speed, and choreography. It’s a product truth, but it plays like a scene.

The tone nods to Steve McQueen cool, translated into now through casting, wardrobe, grade, and a sharper contemporary visual language. Sound design was treated as a lead character, tools, torque, rush, so the film lands viscerally, not informationally. The result is a clean meeting of old and new. Heritage as atmosphere, modern performance as the punch