SENIOR ART DIRECTOR

I have worked closely with Jaguar Motors and their internal West Coast advertising and design agency, Spark 44, since 2011, after the brand's purchase by Tata Motors (creating what is now known as the Jaguar-Land Rover subsidiary) in 2010. I have played an instrumental role in delivering the look and feel of the revised branding, across mediums, including web, mobile, broadcast, print, and environmental marketing.

Our task was to move the revered brand away from its then-American corporate look and feel toward a new, younger, and an increasingly affluent demographic. These are some of the results, including integrating the experience on the website, a sleeker look and feel, updated mobile platform, and creating user experience for the brand through special effects.

Broadcast Spots

Media and video for broadcast television (2016, Spark 44)

Art direction, video effects design, typographical treatments

Physicist Stephen Hawking takes on an entirely new role as the star in the first all-new Jaguar F-Pace commercial. Directed by Oscar-winning filmmaker Tom Hooper, Hawking is perhaps the greatest representation of British intelligence, revered the world over for his intellect, creativity and elevated performance. Technologically advanced to the core, F-Pace is the performance SUV from Jaguar.

F-Type Coupe Web Graphics

Promotional web sequence, shot using focus time (2016, Spark 44)

Art direction, web graphics, image effects


The bullet time (or focus time) effect was achieved photographically by a set of still cameras surrounding the car creating a "volumetric" photographic effect. Images are rendered at 72 frames running at 30FPS (two rotations), creating a novel viewpoint for buyers.

 

F-Pace SUV Web Graphics

Promotional web sequence, shot using focus time (2016, Spark 44)

Art direction, web graphics, image effects


The bullet time (or focus time) effect was achieved photographically by a set of still cameras surrounding the SUV creating a "volumetric" photographic effect. Images are rendered at 72 frames running at 30FPS (two rotations), creating a novel viewpoint for buyers.

 

Website Design

Responsive website design (2016, Spark 44)

Art direction, website design, graphics, image effects


The launch of the new US website in 2011 required extensive overhauls of code and design elements in order to create a usable responsive consumer-oriented design.

Interactive Integration

Interactive design (2016, Spark 44)

Art direction, website design, graphics, image effects, UX/UI design, interactivity


One of the key elements in redesigning the US website was integrating key aspects of the website with on-air and print branding.