McGovern began his presentation by making it clear that the controversy created over the past week was entirely intentional, drumming up more publicity than a concept car reveal would normally achieve. 'Getting attention in today's world is not easy,' he pointed out. '...we're delighted to have your attention.' This illustrates that the controversy was not without purpose and served as a strategic media moment.
'Controversy has always surrounded British creativity when it's been its best,' he said, highlighting people like David Bowie and Vivienne Westwood as his own creative heroes. This speaks to the underlying ethos driving Jaguar's rebranding efforts, connecting their historical innovation to a modern context.
'Create new objects of desire,' were the words he gave in his brief to his team, he says. And that’s what they did, recapturing the essence of Jaguar's innovation in colossal proportions fit for the social media age. This reflects the ambitious vision underlying the Type 00 concept.
'Copy nothing', the new tagline, encapsulates the spirit of Jaguar's bold reimagining, even as it's acknowledged that the design is influenced by various sources—which is an inherent challenge in creative processes.
Collection
[
|
...
]