launch of lab of futures.
Art as a driver of inclusion.
The brief
Jaguar sought to position itself as a cultural brand by fostering diversity and inclusion through art. The challenge was to transcend traditional automotive marketing and root the initiative in authentic, community-driven creative expression.
The concept
A creative lab uniting emerging LGBTQIA+ artists with seasoned mentors to co-create artworks that embody Jaguar's values. Collaboration sparks innovation and representation: this formed the cornerstone of the Lab concept, taking Jaguar beyond automotive luxury into a champion of diversity, inclusion and cultural expression.
The impact
The concept positioned Jaguar and Têtu as champions of diversity, using art as a unifying force and a cultural activation tool.
Our role
- Strategic research and user insights
- Concept development and naming
- Brand alignment and activation strategy
