NoBanks Nearby // Ryan Hammer
ABOUT
A 30-second spec commercial for the Jaguar Type 01, built on the founder's rule that a Jaguar should be a copy of nothing. One tall figure and one camouflaged car in a grey world of identical cars, cut to the stops and drop of my own track. Directed, written, voiced and scored by me. Spec ad, not affiliated with or endorsed by Jaguar.
PROCESS
Jaguar Type 01 is 16:9, 1920x1080, 24fps, 30 seconds. The brief was the brand's own words: Sir William Lyons' rule, a Jaguar should be a copy of nothing, and the 2024 Exuberant Modernism rebrand. The Type 01 is still under camouflage until its reveal, so the spot leans into that instead of inventing a finished car: the official red, salmon, cream and burgundy wrap, the plum pinstripe panel and the brass interior all come from Jaguar's own press images, fed to Runway as references. I locked my own on-screen look first with a hair and makeup test still, then generated every shot against it so the face holds across the cut. The edit is mapped to the stops and the drop of my track, measured, not eyeballed. The VO is my cloned voice, recorded one sentence per read and gated for any rising intonation so every line lands as a statement. Sound design is layered under the music: room tone, footsteps, a fingertip on the paint, and the driver's door, synced to the frame it shuts. The end card is Jaguar's own Type 01 plate.
Credits
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