MG RX8 - The perfect SUV for any family

This campaign introduced the MG RX8 as more than just an SUV — it’s the ultimate family companion. The idea was simple and relatable: a child hiding in the car during a game of hide-and-seek, revealing just how spacious, safe, and family-friendly the RX8 really is. The art direction focused on warmth, comfort, and understated luxury — turning everyday moments into cinematic memories.

The brief
Position the MG RX8 as the perfect family SUV — big, capable, and full of heart. The campaign needed to feel aspirational but grounded in real emotion, highlighting the vehicle’s space, safety features, and modern design, all through a storytelling lens.

Creative approach
We built the visual world around natural light, clean compositions, and soft color grading to reflect warmth and security. The story unfolds inside a stylized home and a bright, airy driveway — everyday locations made to feel elevated and lived-in. The camera lingers just long enough to let emotion settle, while transitions between moments reflect the rhythm of family life.

My role
As Senior Art Director, I shaped the visual tone and narrative rhythm of the piece. I worked closely with the production and post teams to balance lifestyle realism with brand polish — making sure the RX8 looked impressive without feeling out of place. From framing choices to wardrobe tones, everything was considered to support the story of space, love, and togetherness.

The result
The campaign landed as both charming and impactful. It introduced the MG RX8 with a touch of personality, helping it stand out in a category often dominated by specs and hard sells. Viewers didn’t just see a car — they saw a moment they could relate to.