I am E-Pace
Jaguar E-Pace Launch
For the China launch of the Jaguar E-Pace, I led the creative team responsible for developing the campaign and launch assets.
I worked across the campaign concept, art direction and storytelling, leading a team of four creatives from the initial idea through to production. The work spanned a 60-second TV commercial, social films, print key visuals, press photography and social content.
One idea, many formats
The idea had to work everywhere, so I built the campaign around a simple visual and verbal system that could stretch from film to retail.
Put the driver in the idea
“I AM E-PACE” makes the relationship between the person and the car the campaign, rather than just talking about the car.
Keep the system flexible
The executions could change quite a lot without losing the campaign. The visual rules gave the team enough structure without making everything look identical.
Make the feed worth scrolling
The social content needed to give people a reason to keep going. We turned the car's features into a visual story rather than another list of specifications.
Make the specs interesting
There was a lot of information we had to communicate. Turning it into a visual language made the technical details feel like part of the campaign.
Use what Jaguar already owns
The Jaguar gives you a useful visual language for talking about performance. We used that connection without making every execution another picture of an animal.
Shot from the driver's seat
The photography keeps putting you inside the car rather than looking at it, which is the campaign line said without words.
A press set, not a hero shot
Press and dealers need many usable frames, in both body colours, with room for local copy. The shoot was planned around that list.
Make it work in the real world
A campaign doesn't end with the key visual. The same visual language had to survive the showroom and all the less glamorous places it eventually ended up.
Bring everything back to the idea
After all the different executions, the film comes back to the simplest version of the campaign. The person and the car become the same statement.
Explore the dual nature of the car
The two social films use the same campaign idea but let different people experience the car in their own way.
Give the idea more than one voice
The same structure and the same beats with a different protagonist, so the campaign keeps working past the first view.
Make the new car belong
The launch also had to connect the E-Pace to the Jaguar range. It should feel like a new member of the family, not a separate campaign.