Branded entertainment is well-trodden territory for automotive brands in the US. But Land Rover isn’t like other car brands. For over 66 years, their go-anywhere, do-anything spirit means they’re always forging into new places.

So rather than just insert the Five Camera Surround System into a film via product placement, we decided to use the cameras to actually create independent films.

Land Rover technicians had to figure out how to tap into the native Five Camera Surround System to be able to record the footage that was being shot. The directors then had to use the car itself as the camera, making use of a Land Rover’s capability and articulated suspension to get the shots and angles they needed to create a great adventure story.

The 5x5 Film Project used a feature native to Land Rover vehicles to promote the adventurous spirit of the brand in a new and innovative way.

By premiering the films inside our fleet of Land Rovers at the Sundance Film Festival, we not only brought our mobile theaters to one of the largest showcases of independent film in the world, we also spoke to an audience that best understands the importance of forging into new territory, just like the Land Rover brand.

Our films were also screened at the 5x5 Film Project premiere party, right in the heart of the festival, broadening our reach significantly and further establishing ourselves at Sundance.