When Jaguar’s radical new rebrand faced instant backlash and scepticism, with critics from Musk to Trump saying the car wasn’t real, digital tricks weren't going to cut it. We needed undeniable, tangible reality. So, we took an uncompromising authentic approach to every touchpoint. From the live Manhattan reveal with skyline projections, to the physical props in our launch film and socials, we traded CGI shortcuts for raw hand-made craft. We captured film on 35mm. Set built artefacts from the ground up. Embraced unvarnished locations in our photography. No safety nets. Just practical craftsmanship proving Type 01 is 100% real, 100% here and 01 OF A KIND.

TYPE 01