Reintroducing iconic luxury brands for a new generation

Two brand reintroductions, built in-house: Range Rover as modern luxury's standard-bearer, Defender as its adventure icon. The result was some of the strongest business performance in the company's history.

Lead By Example

Created and led "Lead By Example," the campaign that redefined Range Rover's place in modern luxury. Instead of automotive tropes, we built the brand around people who lead through action: film, social, and creator partnerships with individuals who embody quiet confidence over status. The platform helped carry Range Rover past one million units sold, its best Q2 on record, and 22% sales growth.

As we developed a beautiful and luxurious look, feel and tone, we also began to create stunts, experiences and events around the world that showed the heroic side of these vehicles. This allowed us to create amazing content for our owned, paid and shared channels which led to huge amounts of earned media and buzz. We demonstrated that in the modern world, Luxury and Elegance can coexist with adventure and daring.

We highlighted and featured both entrepreneurs and artists who lead by example in their own arena. We partnered with CFO of Footlocker, Andrew Page, Fashion Designers like Miminat Shodeinde and musician tastemakers like Aurora Anthony and so many more

We engaged innovative partnerships with other brands that Lead by Example like Virgin Galactic.

We turned a contemporary spaces like Park City’s historic Main Street into a glamorous venue for alpine entertainment. Host to après-ski cocktails, massages, wine tastings, musical performances, and other events hosted by Architectural Digest. We invited and treated all our Influencer partners and best customers to special access. Lifestyle influencers Like Patrick Janelle, Kayla Seah, and TyLynn Nguyen and more attended the events.

We worked directly with our dealerships to rebuild the retail experience around the customer, Tesla-style: direct, personal, and unhurried

We developed a whole new UX and UI for the brand.

For an even deeper dive on our social channels:

https://www.instagram.com/rangerover

Led "Embrace the Impossible," the campaign that reintroduced Defender to the U.S. as the definitive modern adventure vehicle. We built it with the people who actually live it: off-roaders, environmentalists, and creators embedded in the outdoor world, expanding Defender from rugged icon into a movement. The relaunch was named Campaign of the Year by Newsweek.