2 March 2020

Introduction of six-film campaign entitled ‘Just Imagine’ for new Jaguar F-TYPE, directed by BAFTA-winning director William Bartlett.

  • Introduction of six-film campaign entitled ‘Just Imagine’ for new Jaguar F-TYPE, directed by BAFTA-winning director William Bartlett
  • Films use live action and the highest-quality CGI, allowing you to ‘Just Imagine’ a new F-TYPE
  • Result of collaboration between Jaguar, Spark44 and Framestore Pictures
  • New F-TYPE is more beautiful and exciting than ever – and on sale now at priced from £54,060 in the UK

Monday 2 March 2020, Whitley, UK – Jaguar has worked with multi award-winning director William Bartlett on a collection of six films starring the new F-TYPE sports car.

Bartlett won a BAFTA for his work on SS-GB and has created the title sequences for James Bond movies Goldeneye, Tomorrow Never Dies and Spectre.

The ‘Just Imagine’ films use innovative storytelling techniques and combine live action and computer-generated images, allowing you to imagine the thrill of driving or sitting in a new Jaguar F-TYPE.

Designed to coincide with the new F-TYPE arriving in showrooms, they are the result of extensive collaboration between Jaguar, agency Spark44 and London-based Framestore Pictures. Director William Bartlett places the new Jaguar F-TYPE in different scenarios to highlight its features. It races alongside galloping horses to showcase the 2.0-litre Convertible model, leaps off a ski jump to promote the power of its 5.0-litre V8 R version and shows off its handling on a Hot Wheels-inspired track. It’s also the centre of attention as a photographer snaps images, and it shrinks to the size of a stitch in the trim to show its beautiful new interior.

The new Jaguar F-TYPE was designed to inspire extraordinary journeys. By using the latest innovative film techniques we have taken the driver to a hyper-real world, so they can imagine the thrill of experiencing it and the pride they would feel as an owner of such beauty, craftsmanship and sporting dynamism.
Our partners Spark44 and Framestore both fully embraced our philosophy of fearless creativity driving progress – the spirit that makes Jaguar unique in the automotive world.

Andy Hunt Cooke
Jaguar Global Communications Senior Manager

As an iconic British brand there are few car makers that capture the imagination in quite the same way as Jaguar.
The combination of the technical and aesthetic challenge, mixing live action and CGI was right up my street and the sort of job that always gets me excited. And of course, since a large part of our responsibility is to make beautiful images it certainly helps when at the centre of every frame is Jaguar’s new F-TYPE.

William Bartlett
Executive Creative Director, Framestore

The new Jaguar F-TYPE in the films looks more beautiful than ever and embodies Jaguar design DNA in its purest form. The two-seat sports car offers a perfect balance of performance and driver reward with an even more muscular, assertive design and a cabin defined by rich, luxurious materials and beautiful details.

A range of powerful, responsive engines includes four, six and eight-cylinder options, including a new 450bhp V8. They are all matched to eight-speed Quickshift transmissions with full manual control using either the SportShift gear selector or the steering wheel-mounted paddles.

The new F-TYPE also offers more driver-focused technology, including a reconfigurable, high-definition, 12.3-inch TFT instrument cluster, Touch Pro infotainment system with Apple CarPlay and Android Auto as standard and software-over-the-air functionality so future software updates can be made at the customer’s convenience without having to visit a Retailer. Two superb Meridian sound systems also offer enhanced sound reproduction.

Further information

Editors’ notes

The Jaguar F-TYPE is the definitive Jaguar sports car and has won 178 awards to date, including World Car Design of the Year.
The Jaguar F-TYPE range offers an unrivalled breadth of capability in the sports car segment, from the entry-level rear-wheel drive 300PS four-cylinder model up to the all-wheel drive 575PS V8 R.
Complementing the 12 core paint colours, customers can choose from 16 exclusive colours in the SVO Premium Palette, each one meticulously designed by Special Vehicle Operations.
Jaguar’s sports car lineage spans more than 71 years, beginning with the XK120. At reveal at the Earls Court Motor Show in October 1948, this beautiful 120mph roadster was the world’s fastest production car.

About Jaguar
Jaguar’s heritage of elegant design and breathtaking performance has excited and delighted the world for over 80 years. Today’s world-class Jaguar family comprises the award-winning XE, XF and XJ saloons, the dramatic F-TYPE sports car, the F-PACE performance SUV – the fastest-selling Jaguar ever – the E-PACE compact performance SUV and I-PACE, the all-electric performance SUV and 2019 World Car of the Year that puts Jaguar at the forefront of the electric vehicle revolution.

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For more information visit

press contact:
Jaguar Land Rover Deutschland GmbH
Presse- und Öffentlichkeitsarbeit
Campus Kronberg 7
61476 Kronberg im Taunus

Andrea Leitner-Garnell
Direktorin Presse- und Öffentlichkeitsarbeit
Telefon: 0 61 73 32 71-120

Tracy Landua
Press Officer Jaguar
Telefon: 0 6173-3271 126

Notes to Editors

*Verbrauchswerte F-TYPE

Jaguar F-TYPE P300 Coupé/Cabriolet 2.0 Liter i4 Turbo mit 221 kW (300 PS) 8-Stufen-Automatik (Kraftstoffverbrauch l/100 km kombiniert: 8,1; CO2-Emission: 184 g/km)

Jaguar F-TYPE P450 Coupé/Cabriolet 5.0 Liter V8 Kompressor mit 331 kW (450 PS) 8-Stufen-Automatik (Kraftstoffverbrauch l/100 km kombiniert: 10,6; CO2-Emission: 244 g/km)

Jaguar F-TYPE P450 AWD Coupé/Cabriolet 5.0 Liter V8 Kompressor mit 331 kW (450 PS) 8-Stufen-Automatik (Kraftstoffverbrauch l/100 km kombiniert: 11,0; CO2-Emission: 252 g/km)

Jaguar F-TYPE R AWD Coupé/Cabriolet 5.0 Liter V8 Kompressor mit 423 kW (575 PS) 8-Gang-Automatik (Kraftstoffverbrauch l/100 km kombiniert: 11,0; CO2-Emission: 252 g/km)