Xing Over
Client: JaguarUSA
Project: Xing Over. A microsite to promote the new X-TYPE Jaguar to a younger market.
Role: Lead Creative responsible for site and story concepts, design for site, art direction and co-creation of final stories for each film through post-production.
The problem: The reputation Jaguar had as a car for old men with matresses made of money and wives they didn’t love (ok, maybe exaggerating a bit on the last part). The entry level Jaguar could not compete with the BMW 3 Series, the Mercedes C-Class, and Lexus…none of which were seen as geriatric. So this campaign was created to appeal to a younger market utilising the incredible talent of Peter Chung, animator from the Animatrix.
