The Creative Cases For and Against Jaguar’s Bold, Divisive Rebrand

When you think of luxury, British-founded car marque Jaguar, what is the first image that springs to mind? Perhaps it's the brand's growling cat emblem. Maybe it's Ben Kingsley's starring role in its "Good to Be Bad" F-Type campaign. What about an Avant Garde-style film showcasing a diverse cohort of models in luminous outfits set...