Luxury Campaign for Deakin & Francis x Jaguar Classic

Luxury Collaboration Campaign & Creative Launch Strategy

My Role: Strategy | Creative Direction | Campaign Management | Brand Storytelling | Content Direction | Photography & Videography Oversight | Copywriting | Partnership Coordination | Social Campaign Execution

A high-profile collaboration between Deakin & Francis and Jaguar Classic celebrating the re-launch of the iconic Jaguar E-Type, marking 50 years since its final production.

This project brought together two heritage British brands through craftsmanship, storytelling, and luxury design, combining fine jewellery detailing with automotive engineering to create a completely bespoke collector vehicle experience.

My role focused on leading the creative rollout, campaign direction, and launch strategy across digital platforms, ensuring the collaboration felt elevated, cohesive, and true to the heritage of both brands.

The goal was to create a luxury-led campaign that celebrated the craftsmanship and heritage of both Deakin & Francis and Jaguar Classic, while positioning the collaboration as a highly aspirational collector launch.

The campaign needed to:

Translate a complex bespoke collaboration into a compelling digital story

Balance automotive heritage with luxury jewelry craftsmanship

Create visually elevated content across social and press

Generate engagement and media attention around the launch

Reinforce Deakin & Francis’ positioning within the luxury space

Working directly alongside the Jaguar Classic team, I helped coordinate and direct the creative launch surrounding a series of bespoke elements handcrafted by Deakin & Francis specifically for the vehicle.

These included:

Bespoke sterling silver and gold keys

Custom steering wheel detailing

An etched centre console

Custom logo work

An 18k gold-dusted paint finish applied to the car

The project required close collaboration between teams to ensure every detail aligned creatively, visually, and strategically across the final campaign rollout.

I directed the creative output across the campaign to ensure the storytelling reflected the craftsmanship, exclusivity, and British heritage behind the collaboration.

This included:

Photography direction

Videography oversight

Luxury-focused campaign messaging

Social content rollout

Story-led copywriting

Coordination of launch assets and visual consistency

The focus was to move beyond simply showcasing the vehicle, instead building an aspirational narrative around craftsmanship, heritage, and collector luxury.

The campaign generated strong engagement and international visibility across luxury, automotive, and design audiences.

Generated 100,000+ engagements across campaign content

Contributed to a private vehicle sale valued at $532,000 directly following the launch

Secured international press coverage across the UK, Europe, India, and Singapore

Strengthened brand visibility through a high-profile luxury collaboration

This project demonstrated my ability to manage high-value collaborations between established luxury brands while translating intricate craftsmanship into commercially impactful digital storytelling.

The result was a cohesive, visually elevated campaign that successfully connected heritage, design, and luxury marketing across multiple industries.