Jaguar Land Rover - Urban Gallery

The Urban Encounter for British Automotive

A Narrative for Shared Ambition:  Going Urban & Meet in London
The campaign aims to put up a story for British Motors' pop-up show. The concept idea is to highlight the shared ambition & pursuit - GOING URBAN - of British Motors’ two premium brands. Land Rover’s spirit of “Off Road to Urban” & Jaguar’s origin of “Racing to Urban” will come together. A collection of hottest cars will show up in the refreshed space in Kowloon Bay.


M25 Motorway as a Metaphor in Design.

Since M25 Motorway is both a city driveway and a racing track in Greater London, it is a hook of the story & design. On top of the holistic background setting for the off-road zone & racing zone, a large London roadmap floor sticker is implemented. Altogether they create a narrative environment and bring different cars in one space - coming to Central London for an urban encounter. Alongside with info panels & videos, a more in-depth story about the British heritage is being expressed.

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The Team:
Company:  Pico International Team (Creative Director : Margaret Lam)

Senior Producer: Carol Cheng