Dipped in BLACK: RANGE ROVER SV

Credit: Creative Director & Art director

Challenge

Launch Range Rover SV Black in a way that elevated both the vehicle and the brand. The problem was that black in automotive usually gets reduced to menace, performance and cliché. Range Rover needed something more ownable: a modern luxury expression that could make black feel meaningful within its world.

Response / Idea

Turn black into a luxury language, not a colour.

I led the creative across film, stills and social, deliberately looking outside automotive for inspiration. Perfume bottles, luxury packaging and the way fashion designers use black all informed the approach. I wanted black to feel mysterious, sexy and desirable rather than dangerous. Less threat, more seduction and play with an eclipse motif.

By treating black as a design choice instead of a finish, the campaign turned the vehicle into something sculptural and emotionally charged. It revealed the purity of the lines, sharpened the silhouette and helped position SV Black as a more contemporary expression of Range Rover luxury.

The same art direction extended beyond the campaign into Range Rover’s Design Miami installation, influencing how the vehicle was expressed spatially through light, material and form.

Outcome

The campaign rolled out globally across TVC, OOH and social, becoming a top-performing piece of work for the brand and helping push Range Rover toward a more modern luxury perception.