In the dealer showroom environment in the U.S., the consumer is literally surrounded by vehicles. Also, the majority of Land Rover dealerships are also Jaguar dealerships and therefore have competing messaging fighting for attention.

We needed the four principles to have amazing physical ability as they would be freerunning through nature. In order to reflect the Land Rover brand, they needed to appear composed in their acrobatic movements and not overly aggressive. And we needed them to do as much in camera as possible. No wire rigs were used. The cast was assembled from some of the best freerunner stuntmen in the world. They run the Tempest Freerunning School in LA. One of them won the American Ninja competition in 20XX and another is the stunt double for the Spider-Man film franchise.

U.S. Car dealers, who typically can't get enough car in their advertisements, proudly display the posters in their showrooms. The concept has attracted acclaim in newspapers and web sites all over the US, as well as London and Australia. Recently, the Land Rover client in China also requested to use the imagery in their own social media channels. All this, without ever needing to show a vehicle.