Creative Director & Art director

Dipped in BLACK: RANGE ROVER SV

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 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.

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.

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