Jaguar XFL - Three L's
China – Long Wheel Base
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.
Jaguar's first car made in China
A long wheelbase XF, built locally for the Chinese market. The campaign had to carry a year, from launch film to showroom.
The three L's
Length, luxury and leadership. The campaign idea that let one line hold together very different formats.
Both halves of the buyer
Driven and driven in. In this segment the rear seat matters as much as the driver's, so the photography covers both.
Out of home, at city scale
The same frames scaled onto a building. Composition had to survive being read at a hundred metres.
The details do the talking
Badge, lamp, wheel. Close crops carry a launch through weeks of social posts without repeating the hero shot.
The hero frame
The one image every dealer, every press kit and every banner comes back to.