THE DEFENDER CRESCENT
CLIENT: Jaguar Land Rover
AGENCY: Accenture Song
MY ROLE:
Art Direction,
Creative Development,
Visual Storytelling,
CGI Direction
PROJECT INFO:
The crescent is the defining symbol of Ramadan and became central to our idea. Across environments in MENA, Defender creates its own crescent, carving it into water and cutting it through sand. We wanted to keep it simple and graphic. A crescent moon formed by Defender itself.
505+ assets, 176 bespoke OOH executions, 3 languages,
6 months
Rolled out across every JLR retail market in MENA.
OOH in-situ
Close-ups of CGI Work
Key Visual Concepts & Film Storyboards
Using Midjourney, we explored hundreds of visual routes, landscapes and environments to find the most compelling way for Defender to create and reveal the crescent moon.
