Jaguar
It's Good To Be Bad
I led the creative direction for the digital campaign behind Jaguar’s global launch of the F-Type R. ‘Good to be Bad’ told the story of three British villains and the perfect getaway vehicle, brought to life by Ben Kingsley, Tom Hiddleston, and Mark Strong.
Client: Jaguar,
Project: Campaign,
Role: Design Lead,
Year: 2012-14
Project: Campaign,
Role: Design Lead,
Year: 2012-14
It's good to be bad
‘Good to be Bad’ was a global, multi-platform campaign spanning TV, print, and digital, including a Super Bowl spot that introduced the story. I led the visual direction for the online experience, designing the digital campaign across rich media, video display, and the website—ensuring a consistent and cohesive execution of the campaign across all touchpoints.
My Role
Design Lead responsible for the creative direction of the digital campaign for the global launch of the Jaguar F-Type R. I defined the visual direction and designed the UI across digital ads, mobile experiences, and landing pages, ensuring consistency across all outputs. The campaign achieved global recognition, earning Regional Platinum and Gold AME awards.