I was hired by Jaguar Landrover to work on their mind-melting Range Rover Sport Dragon Challenge, which took place at the majestic Tianmen Mountain in China. Super-star Jaguar Formula E racers would attempt to drive the all-new electric Range Rover Sport from the base of the mountain, negotiating 99 brutal turns, before taking on 999 steps in the dramatic final approach to the iconic mountain cave finish at the peak.
I was asked to come up with an iconic dragon artwork which could be used both as a logo, and as an impressive graphic for the racing suits to be worn by drivers Ho-Ping Tung and Mitch Evans. The dragon had to have the right level of complexity, convey attitude, but retain a premium Land Rover feel. The dragon features the distinctive headlights of the electric Range Rover Sport as eyes. Its snake-like body reflects the winding turns of the sinuous mountain road.
I designed the racing suits with Puma in Italy and created concepts for the event itself, designing the start and finish areas, crew clothing and track dressings, such as flags and banners. You can watch the full Dragon Challenge here.Return to gallery
Film & TV, Graphic Design, Illustration, Jaguar Land Rover, Logos, Macabre Technicolor
February 16, 2018