Land Rover is launching its new model Defender at the Frankfurt Motor Show this month with an integrated campaign that includes VR experiences and a nail-biting film in which it goes seriously-off road. 

The film, by Imagination and Carnage, was shot in Kazakhstan, where the new Defender, driven by mountaineer Kenton Cool, is seen ascending and descending steep mountain edges. Cool, who has climbed Everest 14 times, also appeared at the Motor Show in a stunt where jumping seemingly from screen to real life by scaling an 11-metre climbing wall.

Activity at the show also includes a VR experience which places the audience on a helicopter where they are set a mission, to train as an aerial photographer for Land Rover’s Special Ops Media Team. Participants can then share their mission across all social channels.