• Best Interactive Campaign (Jaguar Art Of Performance Tour), MediaPost 2016 Marketing Automotive Awards 
• Art Of Performance Tour press:
The Hollywood Reporter
• Art Of Performance Tour press: Edmunds
• Art Of Performance Tour press: DrivingLine
• Art Of Performance Tour press: Thrillist

Creative Director



• Concepting/ideation for The Art of Performance Tour test drive event in which drivers starred in their own action film.
• Supported the launch of EliteCare, Jaguar's class-leading warranty program
• Concepted accolades and sales event TV spots for Jaguar and Land Rover

The Story

I spent the majority of 2015 and part of 2016 as a contract Creative Director at Spark44, the agency of record for Jaguar and Land Rover. 

One of my favorite and most noteworthy projects during that time was the Art Of Performance Tour – a promotion for the brand new Jaguar XE. Jaguar has had a long relationship with film – most notably with the James Bond franchise. So to introduce the all new XE, we came up with a concept that not only highlighted their cinematic heritage, but actually brought people taking a test drive into a mini action movie. The action film narrative and performance driving scenes were shot in advance to provide the basis of the film. Then, each driver was filmed in a few pre-determined locked-off scenes/spots which were dropped into a few key spots in the edit. The films were then quickly rendered, with each driver then receiving a link to their own personal Jaguar XE action movie. We partnered with Jaguar’s live event agency, Mindshare, who did a great job bringing our concept to life as the tour visited multiple cities and ran through Spring 2016. At each event, people learned about the XE as well as Jaguar’s heritage in film, and enjoyed an evening that felt more like a Hollywood premiere than a test drive.

Other major projects include launching a campaign to support Jaguar EliteCare, the brand’s class-leading warranty program; an XE TV spot featuring a few glowing accolades about the car, and a Land Rover sales event concept.

Ask Me About:

Concepting a vehicle launch that was part test drive event, part rock and roll tour, and part Hollywood press junket.