Jaguar : Launch of Lab of futures

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.

A creative Labs to unite emerging LGBTQIA+ artists with seasoned mentors to co-create powerful artworks that embody Jaguar's values. From bold visions to shared narratives, collaboration sparks innovation and representation, this formed the cornerstone of the Lab concept, elevating Jaguar beyond automotive luxury into a champion of diversity, inclusion, and cultural expression.

The concept will positioned Jaguar and Têtu as champions of diversity, using art as a unifying force and cultural activation tool.

• Strategic research & user insights
• Concept development & naming
• Brand alignment & activation strategy