ART DIRECTION
PHOTOGRAPHIC ART DIRECTION
MOTION GRAPHICS
CAMPAIGN IDENTITY
Advertising campaign that reignites Jaguar as an international luxury brand. Presenting the creative idea of “Gorgeous” across all touch points breaks the codes of the automotive category with executions by fashion photographer Michel Comte. His platimun-bathed solarized images, accompanied by a “modern baroque” graphic palette with its script “g” letterform, and line patterns inspired by financial “Guilloche” safety certificate motifs, create a visual style that were a far cry from the category wallpaper of cars being shown going fast around corners.
With ornery attitude headlines like, “Gorgeous gets away with it,” “Gorgeous was born that way,” and “Gorgeous gets in everywhere,” the campaign creates a world of sumptuous, conspicuous, but desired, mischief.
The feeling is most notable with the opening video spot for Jaguar’s XK model, where stop frame, split screen and and graphic overlays of typography in motion and flourishes of line patters reminiscent of safety patterns on financial documents combine with Michel Comte’s seductive shots of cars and people. The music from the song, "I Turn My Camera On" by the garage rock group, Spoon, sports mock falsetto vocals against a regimented percussion sonic and brings into focus the on time and off time coupling of the many visual cuts within the video.
Evidence of the campaign success is seen in the pre sale numbers for Jaguar’s product launch; by January 2006, almost half of the all new XKs were pre sold globally.
Photography by Michel Comte
