More modern luxury. Less premium automotive.
I developed the first Tone of Voice guidelines for Defender, Range Rover, Discovery and Jaguar as they evolved into four evocative brand worlds, beyond the Land Rover and Jaguar masterbrand umbrella.
This was all quickly followed by voice guidelines for the relaunch of Land Rover Freelander in China. Here’s a flavour of how that took shape.
Going big on brand editorial with the creation of the first Jaguar lifestyle app.
Launched to coincide with the internet-breaking Jaguar Type 00 concept car and a bold new brand identity, the app features a rich curation of maker interviews, hype-drop events, deep product dives and new perspectives on art, creativity and originality.
I owned and oversaw the copywriting and content strategy from inception to execution. Setting some of the earliest examples of Jaguar’s confident new voice.
Working hand-in-hand with our Digital Design Director to set the style and tone for Range Rover’s future digital platforms, including Range Rover, Range Rover Sport, Range Rover Evoque and Range Rover Velar.
For Range Rover this means bringing to life the sense of peerless refinement and capability. For Range Rover Sport, it’s luxury fizzing with visceral performance and drama.
The imminent arrival of an all-electric Range Rover? That’s something to shout about, right? Or maybe we should whisper it with an elegant headline? This is Wimbledon after all.
The ad featured in the official Wimbledon program for the duration of the tournament.
A couple of ethereal little social vignettes offering a sense of how Range Rover Bespoke can reflect your personality through deep levels of materiality, craft and consideration.
I saw this through from concept to execution.
The ask
Evolve Chivas Regal’s quarterly editorial review into an engaging online experience.
The answer
A slick, premium website that keeps viewers inspired and informed about the latest Chivas news.
My role on the project
Copywriting
Content strategy
The ask
Introduce ExxonMobil’s global sales prospects and distributors to the potential of its new technology partnership with the Red Bull Racing F1 Team.
The answer
A full-throttle film that crackles with energy and optimism.
My role on the project
Concept development
Storyboarding
Scriptwriting
VO Casting
Copywriting
The ask
To drive data capture with car-savvy crowds at the Goodwood Festival of Speed by increasing engagement with Jaguar Land Rover.
The answer
The world’s first digital Top Trumps game.
My role on the project
Copywriting
Content strategy
The ask
Showcase how Nissan is bringing tomorrow’s technology into today’s car journeys.
The answer
A dynamic website experience that turns complex concepts into accessible content.
My role on the project
Copywriting
The ask
To develop social content ideas, targeting young women with good sun safety habits.
The answer
The ultimate no-makeup selfie. Established beauty vloggers reveal shocking UV scan results. Spreading the sun safety message through special video posts, showing how girls can easily integrate the use of sun cream into their daily routine.
My role on the project
Concept development
Storyboarding
Scriptwriting
Casting
Copywriting
Results
Combined they have over 900,000 views and counting. Not bad for a campaign that cost £30,000
The ask
Articulate Citi Bank’s global rewards offering to their wealthiest credit card clients.
The answer
A premium website experience that amplifies luxury experiences through carefully crafted content.
My role on the project
Content strategy
Copywriting
Tone of voice development
The ask
A series of press ads selling luxury driving adventures without making it feel like a car ad.
The answer
We celebrate the beauty of Africa through the unique perspective of a Defender driver.
They made their way to the readers of Conde Nast Travel.
My role on the project
Concept development
Copywriting
