Handcrafted Heritage: Launching the Caton Jaguar XJC V12 & Austin Healey 100
Client: Caton
Project: Jaguar XJC & Austin Healey 100 Launch Campaigns
Locations: Kinetics Studio, The Peak District, Birmingham City Centre, Envisage Group, Coventry Surroundings
Deliverables: Launch Film, Commercial Imagery, Social Media Content
The Brief: Bridging History and Modernity
Caton is a breakthrough British coach building company, taking heritage automotive icons and reimagining them through the lens of modern, handcrafted technology. Having previously documented the global launch of their Austin Healey 100, Visually Rich was once again commissioned to lead the visual production for their most ambitious project to date: the Caton Jaguar XJC V12.
The Production: A 48-Hour Race to Launch
High-end automotive launches wait for no one. We had a strict two-day window to produce a comprehensive suite of assets. Launch imagery, a cinematic film, and high-engagement social content before the car was handed over to new owners ahead of its public reveal.
Day 1: The Controlled Environment: We began at Kinetics Studio, focusing on the "static" beauty of the XJC. This allowed us to highlight the forensic level of detail in Caton’s craftsmanship, from the bespoke interior finishes to the updated V12 heart.
The Transit: As soon as the studio lights were cut, our team moved north, driving through the night to position ourselves for the first light of Day 2.
Day 2: Jaguar Reborb: We split the final 24 hours between the rugged, sweeping curves of the Peak Districta nd the industrial, modern architecture of Birmingham City Centre. We were following a narrative of the Jaguar reborn, an icon lost in the wild for years, new reborn, ready to emerge into the modern world.
The Challenge: Full-Scale Production on the Move
Capturing a "Triple Threat" of deliverables (Photo, Film, and Social) in two days requires extreme technical agility. While our cinema cameras captured the sweeping landscapes of the Peaks, our photographers worked simultaneously to secure the commercial stills. By integrating social media content creation into our workflow, we ensured Caton had a library of "vertical" assets ready for immediate impact on Instagram, TikTok and other social platforms.
The Result: A Masterclass in Automotive Storytelling
The final assets provided Caton with a powerful launch toolkit. The cinematic film captures the visceral sound of the V12 and the elegance of its silhouette, while the imagery shows flawless design and build. This project reinforces our long-term partnership with Caton and our ability to deliver world-class content under the most demanding production schedules.
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