Credit: Creative Director

I worked directly with JLR to creative direct and art direct content for Goodwood and the brand partnership. The brief was to build a genuine link between Goodwood’s heritage and the Range Rover world, while heroing the launch of the new tyre.

I anchored the idea in a modern pit-stop moment: a Range Rover Sport pulls in, the old tyre comes off, the new one goes on precision, speed, and ritual.

The tone nods to the iconic Steve McQueen cool, but translated for now through casting, wardrobe, grade, and a sharper, contemporary visual language. Sound design was treated as a lead character the tools, the torque, the rush so the film feels visceral. The result is a clean meeting of old and new: heritage as atmosphere, modern performance as the punch.