The Jaguar’s roar.

Jaguar had a huge brand challenge. Namely, the only person anyone knew who drove a Jaguar was their retired family pediatrician. And as the Drs’ patients grew up, those kids didn’t want MD⚕️plated cars.

It wasn’t because Jaguars weren’t seen as aspirational. It was because there wasn’t a clear line from aspiration to reality. We needed relevancy as a path to achievement. Jaguar’s are known for their distinctive sound. And with the launch of their silent EV they had to make a different type of noise with a different audience.

The all-electric I-Pace was the first true premium EV that was a car first, and not a tech experiment on wheels. It had performance, luxury, sport and lifestyle to offer. We decided to create a world that would support the worldview of a new generation of Jaguar buyers.

We decided to let people experience how Jaguar can electrify their world. It went extremely well with sales beating projections by leaps and bounds. The brand is now about to relaunch; excited to see how they influence the future of EVs.