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.