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MG Astor
Overview
A series of manifesto films created for MG Astor, designed to define and communicate the brand’s core philosophy and positioning.
Rather than focusing purely on features, the films express what the brand stands for—translating product thinking into a larger narrative around innovation, experience, and intent.
Challenge
Automotive communication often leans heavily on specifications and features, making it harder to build a distinct emotional identity.
The challenge was to:
- Shift from feature-led messaging to philosophy-driven storytelling
- Create a strong, memorable brand voice
- Ensure the narrative feels bold yet accessible
Approach
We approached the films as manifesto-driven narratives—focusing on ideas, beliefs, and intent rather than just the product itself.
The storytelling was designed to feel confident and forward-looking, using strong visual language and messaging to establish a clear brand perspective.
Execution
- Developed manifesto-led films centred around brand philosophy
- Crafted a bold and consistent narrative tone across all films
- Balanced product presence with idea-driven storytelling
- Focused on strong visual direction and messaging clarity
- Ensured the films work across multiple brand touchpoints
The Result
The films establish a distinct and memorable brand identity for MG Astor.
By focusing on philosophy over features, they create a deeper connection with the audience while reinforcing the brand’s positioning in a competitive market
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