Inspired by the proposition “it’s all in the detail” the film encapsulates the driving spirit of the Approved Programme.

Through a series of extreme close ups shot through a macro lens, we see data being gathered and analysed, algorithms being designed and tweaked, vehicles being tested and perfected.

The sound design and music was all captured in a Jaguar Land Rover workshop, recording the specific beeps, clicks, whirrs and booms from the tools the engineers use every day.

“We believe that the key to success is all in the detail...”


“You’ve got the tools. Now it’s your turn...”

From engineers and strategists, to mechanics and sales people, through to the customers themselves we capture the passion and attention to detail that go into unveiling a programme like this.

The edit is full of energy, with handheld close up shots of focused people working efficiently and confidently. The edit is intercut with moments of motion: blurred, sensational textures that capture the exhilaration of driving a Jaguar or Land Rover.

Client: Jaguar Land Rover
Agency: PS London
Directors: Reuben Armstrong & Jamie Neale
DOP: Paul O'Callaghan
Animation: Chris White, Jonny Burton
Edit: Reuben Armstrong
Grade: Doghouse
Sound & Music: Jamie Frye