Jaguar Land Rover North America sought to further define the icon in the category: Range Rover, as the singular vehicle for pioneering leaders, who have blazed their own trail to the top.
Range Rover owner is known to be a leader in their professional field – ambitious, achievement-oriented, and revered by others as a result of their career milestones (data shows that Range Rover drivers are 6x more likely to be an entreprenuer). Owners’ vehicles are an outward expression of their desires for individuality, success and social capital. It serves as a reflection of their achievements and as a means to curate a positive outward image.
On behalf of JLRNA, The Atlantic Re:think and Hearts & Science teams sought to create a new piece of original content that built brand association with visionary leadership, exemplary success, and a peerless lifestyle.
Featuring acclaimed restaurateur and speaker Will Guidara,The Drive to Lead, captured a unique insight into the people, places, and ideas that power a successful career in leadership, sharing meaningful guidance that would resonate with the broader Range Rover community, and inspire other luxury auto intenders to choose Range Rover.
Tactically, this campaign focused on engagement – attracting the right audience who are ambitious and uniquely influential across digital, print, and social platforms and keeping them tuned into the 2.5 minute long-film, then engaging further with the platform and Range Rover brand.
We brought The Drive to Lead to life by treating leadership not as a talking point, but as an experience—designed, felt, and discovered in motion. Our plan of action began with a simple but powerful insight: modern leadership is forged through connection, intention, and the quiet moments between milestones. From there, we built a cinematic framework where Range Rover was not a backdrop, but an active participant in the journey.
Execution centered on a non-linear, documentary-style film following Will Guidara at a pivotal moment of expansion and reflection. Shot across winding roads, sweeping vistas, and intimate interiors, the Range Rover became a mobile sanctuary—hosting conversations with Will’s father and hospitality peer Max Goldberg, and framing solo reflections that explored legacy, mentorship, and purpose. Every detail was deliberate: match-on-action edits mirrored hospitality precision, sound design echoed the cadence of service, and premium cinematography balanced vast landscapes with close, human moments.
Key features elevated the work beyond traditional branded content. Conversations were unscripted, allowing authenticity to lead. Visuals paired the meticulous craft of fine dining with the engineered elegance of the vehicle. And a modular storytelling system—anchored by a hero film and extended through social-first cutdowns—ensured the narrative lived seamlessly across platforms, from long-form immersion to intimate, high-impact moments.
What makes this project unique is its restraint and confidence. We didn’t tell audiences that Range Rover stands for leadership—we showed it, through the pauses, the paths chosen, and the connections that define what it means to lead forward.
When representing a brand that itself represents the peak of luxury and performance, every detail needed to match. Casting hero talent, other featured characters, and choosing and dressing shot locations required tremendous attention to detail to match the Range Rover ethos and aesthetic. We also sought to make a seasonally-agnostic film, which was a challenge shooting around Christmas decorations in December, and when an unexpected snow flurry started during our final outdoor shoot day!
The Drive to Lead delivered exactly what the brief demanded: it cemented Range Rover as the definitive vehicle for modern leaders by pairing aspirational storytelling with measurable brand lift. Through Will Guidara’s perspective on leadership, craft, and ambition, the campaign didn’t just feature Range Rover alongside success—it made the brand synonymous with it.
Our engagement-first strategy paid off. The marquee film surpassed its guaranteed views by more than 30%, driving over 1.6M views and a 42.8% video completion rate—more than double the auto benchmark—proving that the audience didn’t just arrive, they stayed. Precision distribution ensured we reached true “life’s leaders,” delivering 9x greater reach among C-suite and senior decision-makers, with engagers 9x more likely to have household incomes above $250K.
Just as importantly, the content moved hearts and minds. The campaign drove a +44-point lift in unaided ad awareness and an +8-point lift in purchase consideration, with even stronger lower-funnel gains among high-income audiences—including a +12-point lift in dealership visitation likelihood. Social and cutdown assets sustained momentum, repeatedly outperforming luxury benchmarks and delivering near-perfect completion rates.
We consider this a success because it achieved rare alignment: premium storytelling, the right audience, deep engagement, and tangible brand consideration lift. The Drive to Lead didn’t just tell a story about leadership—it proved Range Rover belongs at the center of it.
