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For the Jaguar XJ-Type, the concept "Look. Deeper." encourages consumers to not only admire the beauty of its exterior, but to look inside to appreciate the quality of the parts it is comprised of. This concept was born out of insights revealed in research which showed that consumers liked how Jaguars looked, but did not think of them as well-built cars. I proposed shooting the parts in beautiful, jewel-like fashion and positioning them opposite the car in a spread, drawing in the viewer to admire both the car's exterior and its high-quality parts.

The XJ-Type in-dealer display uses multi-dimensional brushed steel and layered acrylic panels detailing the various features of the car and parts. Upon first glance, the consumer would see close-up hero shots of the car. As they move closer and "look deeper", they would discover details of the parts through the acrylic layers.





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The concept for this T&L Golf magazine cover wrap for the Jaguar XKR was driven by a promotion for a trip for two to Pebble Beach Resorts.