Award winning dragon challenge campaign
I worked as the lead creative designer on Land Rover’s award-winning dragon challenge campaign, which was created to celebrate the launch of their first all-electric vehicle. The challenge would see racing drivers Mitch Evans & Ho-Ping Tung take on the infamous Tien Shen Man big gate, also known as the Dragon Road.
Client: Land Rover
Role: Integrated designer (print & digital)
Apps: Photoshop, Illustrator, InDesign
Creating something iconic
One of the key Dragon Challenge mandates was to create something iconic & exotic, whilst still feeling part of the Range Rover identity. It was considered to be one of the most creatively challenging campaigns in the recent history of the brand. The end result was an award-winning, resounding success. In fact I still get emails from enthusiasts about merchandise to this day.
A rare beast
Land Rover was breaking boundaries with their first electric car, so we needed to do the same with our design. I produced a range of different routes. The first highly decorative design shown on the left was very popular, but we agreed it would need to be simplified for use as part of a logo.
I settled on a tribal style for the dragon’s head, which uses the electric Land Rover’s iconic headlights for eyes. The text is an altered version of the Land Rover font.
Suites you
I had the incredible opportunity to adapt the dragon graphic into a racing suite design to be worn by racing drivers Mitch Evans & Ho-Pin Tung, who were participating in the challenge. The suites were hand-made in Italy with our specifications. In addition, I also adapted the design for a range of merchandise including caps, t-shirts & jackets.
Track side style
The final part of the equation was designing the look of the track side. This included the sidings, the final ascent & the start/ finish lines. From early rough scamps & a range of banner designs, we meticulously planned how the event would be dressed.