For the China launch of the Jaguar XFL, I served as Creative Director on a year-long integrated campaign for Jaguar’s first locally produced model.

I led the creative team from campaign concept through production, shaping the storytelling across TV, social and print. The work included a 60-second TVC, social films, launch visuals and press photography, alongside technical demo content, showroom materials and digital assets.

The project required keeping a consistent creative idea across very different formats and touchpoints, from the launch film to the showroom and digital experience.