The “Theory” print campaign was created to achieve a couple of goals for Jaguar.

First we wanted to reproduce the same ethereal, surreal feeling driving a Jaguar instills – hence the artistic and otherworldly design of the ads.

Second, we wanted to stimulate desire (yeah, I said it) by forcing everyone in-market to imagine their dream Jag. 

Why not? They’d done their homework. They already knew what the cars looked like and how beautiful they are.

All we had to do was stoke the fire.