Electronic Arts commissioned us to produce a viral film starring renowned petrolhead Jay Kay so promote EA's title Need For Speed: Most Wanted.

Shot on location at Millbrook Proving Ground, Jay burnt rubber in a pair of race ready Nissan 350's before climbing into the drivelling seat of the specially prepared BMW M3, in full NFS:MW livery, before heading out on a high speed chase against 5 fully equipped American police cars.

The chase ended with Jay being unceremoniously thrown over the bonnet of a police car and hand-cuffed before being driven away by the rousers!

The video was released virally before being added to a Bloc built website featuring other videos from the day, photos, game trailers and other Need For Speed material.