A serve, scored in real time, that turned tennis fans into players and made Jaguar's PACE range part of the conversation at Centre Court.

Wimbledon is one of the most watched fortnights in sport, and one of the most crowded for brands. Everyone wants a piece of the moment, so a logo on a hoarding does nothing. The brief was harder than visibility: connect Jaguar's PACE family (the F-PACE and E-PACE that sit inside the experience) to the tournament in a way people would choose to spend time with, and turn that attention into app registrations.

The insight was sitting in the name. A tennis ace and a Jaguar's pace are the same idea: speed, precision, performance under pressure. Ace Pace was the serve-speed game built around it, and the live web experience was its public face during the tournament. You're welcomed to Centre Court, shown serves plotted on court, and pulled onto a live leaderboard against everyone playing that day: top speed, highest score, the most recent serve, all refreshing through the day. Pace stops being a spec sheet and becomes something you feel.

The real-time layer did the heavy lifting. Highlights and the leaderboard updated live through each day of play, so the page always had something new and a reason to check back, and that momentum fed straight into sign-ups. Built at Journey Digital and run live for the Wimbledon season.

I designed the live experience and built it in Webflow. The page promoted the app, welcomed people to Centre Court, visualised serves, and surfaced the day's live highlights.

A few decisions shaped it. The scoring had to read instantly, because attention at a live moment is thin and nobody waits. The leaderboard led with top speed, highest score, and the most recent player (timestamped to the minute) to create social proof and a reason to return. The court diagram turned a raw speed number into placement and trajectory, so a score read like a real serve rather than an arcade figure. And everything pointed at one action, getting the app, so the live moment kept paying off after people scrolled away.

Interested in the story behind this project? Let's have a chat!