Vroom Vroom

You know what grinds my gears? Every freelance job ad you see nowadays where you must have “15 years experience working on Lithuanian toothpaste brands for the Gen Z market”.

Guys, we really don’t! Creatives are generalists, our ignorance is our superpower. We’re shapeshifters, we’re cultural chameleons. We inhabit the brand, we become the brand.

So when I saw a job listing for Jaguar saying you “must have specific experience designing a car or at least know what one is” I. Lost. My. Shit.

I was right on the phone to the recruiter giving her both barrels and she eventually agreed that, yes I was clearly the right person for the job.

Did it go well? Er… yeah! A few teething problems with their engineering nerds who were all ‘carburettor this’ and ‘airbag that’. But I was like ‘guys don’t worry about any of that, we just needed to create exuberant’.

Most importantly, we had to stay true to the brand’s legacy, respectful of its storied heritage and show we really understood the needs of Jaguar’s core purchasing demographic of Brexit-voting private equity managers.

To that end I was very proud to unveil the new E-Type design in our stunning new proprietary colourway Exuberant Gammon.

It’s fair to say they loved it.