Brand Ethos, Jaguar Senior Film Creative
Jaguar. A new cinematic language.
Translating a radical new brand direction into a coherent world of film, colour, form and performance.
Accenture Song
ECDs Brian Fraser & Lee Audrige
The context
Jaguar’s “Copy Nothing” transformation brought its Exuberant Modernism philosophy into a new brand world, under Gerry McGovern, JLR’s CCO. The identity launched in November 2024, followed by the Type 00 concept reveal at Miami Art Week.
The contribution
Working with Accenture Song’s creative leadership, I helped develop Jaguar’s film language from early pitch exploration through visual treatments and test shoots. My focus was translating that vision into film through colour, form and performance.
From brand world to product
From Brand Ethos, the work extended into Type 00 films exploring human interaction, light and sculptural detail. ORIGINS connects this new brand world with Jaguar’s heritage and spirit of reinvention.
Type 00 Hero, Jaguar Senior Film Creative
Chiaroscuro, Jaguar Senior Film Creative & Director
Bold Expression, Jaguar Senior Film Creative
Shocking the World, Jaguar Senior Film Creative
*Nearly 18 million views on Jaguar’s official YouTube channel
Manifesto, Jaguar Senior Film Creative & Director
Human Interaction, Jaguar Senior Film Creative & Director
Inspiration, Jaguar Senior Film Creative & Director
Originality, Jaguar Senior Film Creative & Director