Role
Executive Creative Director // A.I., Creative, Digital, Social, Strategy
partner
Jaguar // Landrover
Challenge
When Jaguar/Landrover’s social media accounts had become an afterthought, ineffectively using the the technology capabilites and poorly engaging it’s audience with feature focus product advertising over building brand, television ads, inarticulate methodology, discordant consistently, disjointed aesthetic, non-cohesive brand voice, all aimed at an aging demographic, we knew a major change was needed.
Solution
In June of 2022, we deleted Jaguar and Landrover’s entire decade-old instagram libraries to start fresh. We deleted their save files, and restarted the game from scratch in an effort to rebuild… everything.
Inspired by luxury fashion, we developed a new strategy to refresh each brand's social presence from a brand centric perspective. Focusing on first principles, storytelling, product represenation, aesthetic and brand.
Execution
At the speed of social, we leveraged Accenture’s emerging technology relationships to bring open-sourced 3D, Gaming and AI to this brand first execution in order to generate entirely unique perspectives for the brand, capturing the cars in after-hours lighting, from every angle, to craft no just a new look for Jaguar and Landrover, to but to craft an entirely new brand world view that would permeate every consumer touch point. Expressing their raison d’etre with ever post.
impact
@Landrover // Increased followers from 8.1M to 9.1M; engagement rate (likes, comments, shares, saves) from .05% to .15%; average likes from 9k to 23.9k; increase average comments from 30 to 82 per post.
@jaguar // Increase followers from 12.2M to 13.9M; engagement rate (likes, comments, shares, saves) from .05% to .15%; average likes from 21k to 32.4k; increase average comments from 65 to 123 per post.
Jaguar 2022
Jaguar 2024
Landrover 2022
Landrover 2024
Technology
Our unique, first-to-market access to open AI (DALLE-2) allowed us to validate the technology for social and obtain commercial terms, before any other brand had access. Creatively, we are using DALLE-2 to reimagine each brand's storytelling experience, illustrating modern values against the brand’s rich history.
For Landrover, the new Range Rover Sport launched as Land Rover’s first all-social reveal, with a live-streamed digital event - culminating in our toughest challenge to date – traversing The Spillway with James Bond stunt driver, Jessica Hawkins, behind the wheel.
For Jaguar we began with leverage existing models created for racing simulator game, Gran Turismo, to generate an entirely unique perspective for the brand, capturing the cars in after-hours lighting, from every angle.
Brand, Story & creative
Jaguar wanted to reinvent the perecption of it’s brand from storied, histroic, legacy luxury brand, to modern, futuristic, stories that could connect with younger audiences and reflect it’s new direction across all it’s social platforms.
@jaguar Reels / tiktok
@jaguar instagram
Jaguar was looking to reach a younger demographic, and redefine itself with a more cooler, more modern luxury aesthetic. Crafting an idea of neo-noir neon city with which it’s cars could exist. Completely flipping the brand from legacy to modern inside of a year.
Landrover
Landrover was looking to reinject the the fun of it’s legacy back into the brand, by showcasing it’s SUV’s mis en scene, in environments that truley reflected the core values of consumer love and unity across Defender, Ranger Rover, and Discovery.
