Jaguar Land Rover
Challenge
Jaguar Land Rover had a clever, boots-on-the-ground workshop that taught local retailers how to run their businesses more effectively. It worked like a game: managers role-played as dealership owners by buying and selling used inventor while managing facility upgrades. Smart, strategic and highly effective.
There was just one problem: scale. With only a handful of trainers flying to markets around the world, the company realized it would take centuries to reach every retailer. So they issued an RFP: Could anyone take this high-touch, human-centered game and digitize it without losing its personality, complexity or educational punch?
My Role
I was tapped to co-lead concept development and creative execution for our agency’s pitch. Working alongside our managing director and a game design consultant, I helped architect the overall user experience and translate the analog gameplay into a scalable, digital simulation. Think: fantasy football meets Lemonade Stand, with a Jaguar badge on the hood.
Once the core mechanics were nailed down (rotating inventories, facility upgrades, in-game value trackers, randomized “real-world” events) I led development of the user interface copy, video script and microsite narrative that sold the concept not as a tool, but as an experience.
What I Led
Game Concept & Experience Design:
Co-developed a retail simulator that rewarded strategy, investment and foresight, then translated that into an intuitive digital flow.
Creative Strategy & Storytelling:
Positioned the simulator as both a business tool and a competitive experience. Developed a fully-branded microsite to immerse Jaguar Land Rover stakeholders in the game as though they were players themselves.
Scriptwriting & UI Copy:
Wrote all game-facing UI copy and headlines, the microsite content and the script for a polished testimonial-style launch video (complete with simulated player feedback and immersive visuals).
Outcome
Our small, boutique agency pitched against McCann… and won. Our microsite, film and strategic storytelling turned a training simulator into a branded digital experience with global potential. What began as a small-scale, analog workshop was reborn as a scalable, immersive platform that retailers couldn’t wait to “play.”