Rolls-Royce worked with AKQA on a number of significant car launches. I helped to refine the positioning of new cars, establishing a tone for the launch activity, crafting manifestos from which all PR and communications were formed, and developing the platform narratives and social launch campaigns.

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Dawn was Rolls-Royce’s new flagship Drophead - a whole new driving experience. A car built to be sociable. I worked with them to articulate the new brand positioning, create the tone and launch activity for the new car and social campaign.

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Black Badge is the bolder, edgier, more daring side of the renowned automotive brand. Created to attract a younger, more rebellious customer, I helped Rolls-Royce refine the brand positioning, develop the manifesto and tone of voice, then craft the launch experience online and in social.