Jaguar x Yoshi Rotten

Role
Creative Director, Art Director

Challenge
Jaguar was at a turning point. After “Copy Nothing,” the question was simple. What is Jaguar now?

To move forward, it needed to show up in culture, not just talk about it.

Response/Idea
Make Jaguar behave like art, not advertising

I partnered with Yoshirotten and built an immersive installation in Tokyo where the car became both subject and inspiration. His visual language reinterpreted Jaguar’s design DNA through colour, abstraction and form.

The content followed the same idea. No demo, no explanation. Just expression. The car presented as an artwork, not a product.

Outcome
A multi-channel campaign across social, digital, app and PR that helped define a more cultural, expressive direction for Jaguar, proving the brand could create in culture, not just reference it.