Live Fearless


Art direction and identity for Jaguar Live Fearless campaign.

App Pages

The Task

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.

Logo concepts
Final concepts

The Solution

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.