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1 February 2021

Making tracks.

by Syd Briscoe

Jaguar: “Hard to Forget” - 60s

Jaguar tap DJ and producer Marc Kinchen aka MK to discuss the creative process in this new campaign for the marque's F-Pace. While celebrity connections can often feel tenuous, Kinchen's obvious affinity for tech and passion around being a self-proclaimed "gear guy" mean his appreciation for the model's enhanced features rings true enough.

It can also be difficult to convince the casual driver that such bells and whistles are necessary, so it's a canny approach for Jaguar to take. Director C D Morrish enhances Kinchen's personal musings with a blend of contemporary and retro footage... and yes, we are unfortunately now including sweaty, packed club scenes in our Covid-coloured definition of 'retro'.

Creative Agency: Spark44 Ⓟ Ⓦ
CCO: Brian Fraser
Creative Director: Lee Aldridge / Sean Doyle
Creative: Richard Fox-Robinson / Jamie Woodington
Account Team: Jon Busk / Mikaela Green / Isabella Forbes
Agency Producer: Michael de Vries / Maggie Blundell / Elizabeth Newton
Film Production: Stink Ⓟ Ⓦ
Director: C D Morrish Ⓟ Ⓦ
Producer: James Greenall
Production M'ger: Fatima Zaman
Executive Producer: Jon Chads
Cinematographer: Jaime Feliu Torres
Post Production: Anna Macdonald / Sophie Harrison @ Framestore Ⓟ Ⓦ
VFX Shoot S'visor: Paul O Brien
Colourist: Simon Bourne
Audio Mix: James Saunders

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