The new Jaguar F-Type sports car will feature at the second Sundance London Film and music festival when it hosts the debut screening of the short film 'Desire' by Ridley Scott Associates.
The film project is part of the pre-launch activity for the F-Type, which Jaguar believe will reach a new and diverse audience, as well as create a relationship with the car company and its first sports car in 52 years.
Jaguar collaborated with Ridley Scott to create the short film starring Golden Globe and Emmy Award winning actor Damien Lewis, who is seen behind the wheel of the F-Type as his job as a delivery guy.
The 12-minute film was shot in South America and tells the story of Clark (played by Lewis), who delivers cars for a living and runs into trouble after a chance encounter with a mysterious woman in the middle of the desert.
The film, directed by Adam Smith, will screen at Sundance London to accredited press at 12:30pm on Wednesday 24 April, where festival-goers will be able to see the Jaguar F-Type on display.
