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.
A launch, in two weeks
One campaign idea had to carry a TV commercial, social films, print, press photography and retail. Four creatives, from first idea to production.
I am E-Pace
The line puts the driver and the car in the same sentence. In China the ambassador is the shortcut to that idea, so the wall carries both.
Two visuals, one frame
A campaign is judged on whether the second execution still looks like the first. Same frame, same type, different story.
Built for the feed
The long form social pieces take the car apart feature by feature. In China this is where a launch is actually read.
Specs as collage
Numbers nobody reads, made into a picture. The collage style is what keeps a spec sheet inside the campaign.
The animal and the car
Eyes, muscles, stance. The oldest Jaguar idea there is, cut to the rhythm of a social carousel.
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.
Into the showroom
The same graphic language lands on floor decals, banners and the car itself, so the campaign holds together at the last step.
The film
Sixty seconds, ending on the line the whole campaign is built from.
His film
The social cut that follows the male lead, one half of the campaign's two lives.
Her film
The same structure and the same beats with a different protagonist, so the campaign keeps working past the first view.
Into the family
The last job of a launch is to make the new car look like it always belonged in the range.