Range Rover x Goodwood Pit Stop

The Problem
Range Rover needed to introduce a new tyre at Goodwood Festival of Speed. The default would have been a product film. That would have been ignored.

The Idea
Turn the tyre into a performance moment. A pit stop, shot like a film, not a demo. Precision, speed and control. Closer to Steve McQueen than a traditional car ad.

What I Did
I led the creative.
I reframed the brief from product to performance.
I developed the pit stop concept and pushed it into a cinematic direction.
I worked with the team and production to shape casting, tone and execution.
I made sure it felt modern and controlled, not like a typical automotive spot.

Execution
A stripped-back pit stop on track. An older driver changing the tyre with speed and precision. Styled to feel contemporary, not nostalgic. Shot with a focus on rhythm, detail and control.

Result
The film performed strongly on social and ran as an ident during Goodwood. The product landed without feeling like a product ad.