To many, the All-England Club, more commonly referred to ‘Wimbledon’, is a wondrous environment.  Steeped in tennis history, it has captured the anticipation, excitement, tension, pressure and joy of crowds and players alike.

To bring Wimbledon alive every year takes the commitment of sponsors, such as Jaguar cars, who enter into their second year supporting the Wimbledon Championship.  And this year is no ordinary year, 2016 sees the announcement of British Champion, Andy Murray as UK Ambassador for Jaguar, and the second year of the #FeelWimbledon campaign, where Jaguar goes to extra lengths to connect the UK with the passion and emotions of being at The Championships.

Working with global media agency Mindshare, our brief was to create an innovative experience that helped build on the success of last years campaign, using the unique strengths of virtual reality to connect people with emotions of the The Championships, and announce the appointment of Andy Murray as the Jaguar UK Ambassador.


Our approach was ambitious, and a first in VR.  The concept was to create a cinematic quality VR experience, a short story, capturing a single, highly charged moment-in-time for Andy Murray and everyone at Wimbledon, and to put you inside the mind of a champion. This involved a complex production pipeline, with 4D character scanning and a specialist array of 125 Digital SLR cameras to capture Andy Murray and 24 other hero characters, motion capture technology for animation, and Unreal Engine 4 as the real-time development engine.

A dedicated team of 20, worked tirelessly to beautifully recreate the All-England Club in meticulous detail, with stunning, hyperreal hero characters, and Wimbledon populated with over 14,000 people.

The virtual reality experience debuted at Goodwood Festival of Speed, followed by London Waterloo station as part of a Jaguar #FeelWimbledon experiential zone running for the duration of the Wimbledon Championships. As part of wider campaign amplification, the experience was also distributed via Youtube and Facebook as 360 and 2D videos, while renders from the experience were deployed on the enormous transvision and motion screens at Waterloo station, and through Jaguar’s digital and social channels.

In addition to this, the VR experience has been deployed into select Jaguar showrooms, along with 20,000 Google Cardboards being distributed to Jaguar retailers, commuters and tennis fans throughout the campaign.


Delivering a VR experience and campaign of this magnitude involved key partners working closely together to overcome the many technical and executional challenges. We would like to thank Mindshare UK, Jaguar Land Rover, TimeSlice Films, Nvidia, Oculus, Epic, CAA, and many other people who helped make this innovative project happen.

PR Week / The Drum / Marketing Week / VRFocus