New Faces of Jaguar
The Jaguar 2019 Owner in Market Campaign
I’ve been very lucky to work with brands that have wonderful stories built into their DNA, but I also enjoy digging for ones that are more hidden and tricky to find - like for this Jaguar print and film owner campaign.
Jaguar needed help shaking the “the cool car your dad/grandpa/uncle had when they were young” reputation. They needed to show (and not tell) that their owners were different, stylish and eclectic, in a way that would identify with the current owners as well as attract a future market..
We were successful - and getting to know this group of fascinating, driven, and unique people was one of that rare advertising career “human” moments. I really enjoyed working on this project and bringing these stories to life.
Strong Characters
My favorite pieces in this campaign were led by strong women. Ashley Avis film director and wild horse activist, and Sharon Chapman who had a passion for machines, on and off the ground.
Ashley Avis, film director, horse activist and F-PACE owner
Sharon Chapman, pilot and F-TYPE owner
CREDITS
Martin Juul: Photographer
Oliver Knauer: Director
Brendan Moran: Creative Director
Rebecca Couche: Associate Creative Director
Peter Cooper: Senior Art Director
Lauren Zaffaroni: Art Director
Kristoffer Kosloff: Producer
Jessica Gardner: Agency Producer
Casting Agent: Donna Grossman