Landrover - In Nature
The Landrover project is a cinematic automotive documentary that showcases the iconic vehicle's capabilities across challenging terrains. Following the journey through rugged landscapes and breathtaking scenery, this film highlights the engineering excellence and adventurous spirit of the Landrover brand.
The Challenge
Land Rover approached me to create a visual campaign that would redefine how millennials and Gen Z perceive the iconic Defender. Their previous imagery felt predictable—muddy trails and traditional off-road scenarios that weren't resonating with urban adventure-seekers. They needed authentic storytelling that showcased the Defender as both ruggedly capable and unexpectedly sophisticated.
Project Scope: 3-day shoot across diverse locations
Deliverables: Hero campaign images, social media content, digital advertising assets
Timeline: 6 weeks from concept to final delivery
The Creative Process
Instead of the typical "truck in wilderness" approach, I proposed something different: capturing real adventurers in authentic moments where the Defender wasn't just transportation—it was an enabler of extraordinary experiences.
My approach:
Location Scouting: Found hidden gems that offered both urban sophistication and natural beauty
Talent Direction: Cast real outdoor enthusiasts, not models, for genuine emotional connection
Lighting Strategy: Utilized golden hour and dramatic weather to create mood that elevated the vehicle beyond mere product photography
Storytelling Focus: Every shot told part of a larger narrative about pursuing passion and embracing the unexpected
The Production Transformation
Before: Standard automotive footage that felt disconnected from the target audience
After: A cohesive film experience that positioned the Defender as the ultimate enabler of modern adventure
Final campaign deliverables:
1x Hero Film (60 seconds) - Primary brand story
8x Social Media cuts (30s, 15s, 6s) optimized for each platform
15x Micro-moment clips for Instagram Stories/TikTok
Behind-the-scenes documentary showcasing authentic production moments
Raw footage library for ongoing marketing use
The Results That Drive Business
Campaign Performance Metrics:
2.8M+ views across all platforms in first 30 days
156% increase in social media engagement vs. previous campaigns
4.2M social impressions with 89% completion rate on hero film
45% boost in website traffic to Defender product pages
28% increase in dealer inquiries within target demographic
Platform-Specific Success:
YouTube: 1.2M views, 94% retention through first 30 seconds
Instagram: 890K views, highest-performing post in brand history
TikTok: 750K views, 12% share rate (3x industry average)
"Tiago transformed how we think about automotive content. His films don't just showcase features—they create desire. The campaign generated our highest digital engagement ever and directly influenced our most successful product launch quarter. His understanding of platform-specific storytelling was game-changing."
— Marcus Thompson, Global Digital Marketing Director, Land Rover
