Art direction and identity for Jaguar Live Fearless campaign.
I was asked to come up with the artwork for the campaign and oversee the production of the website that would accompany the rest of the campaign.
The final design tapped into the human instinct side of what the
campaign was all about. It used cerebral graphical elements and dreamlike
visual styles to tap into the emotions people feel when they think about
fear and their responses in that moment.
Jaguar wanted to communicate the message of how their new F-Type celebrates
those who can harness everyday fear and use it to push themselves onto achieve
great things. To support the campaign content was created to promote #LiveFearless
with celebrities such as Jose Mourinho and a microsite for contestants to share
their examples of living fearlessly.