Jag Race




Jaguar, for Attitude Magazine


September 2019



Post-production co-ordinator, activation campaign manager

Jag Race was a branded content activation collaboration between Attitude Magazine, Jaguar and its agency that dropped just before the now hugely popular UK Drag Race.


I led the activation and roll-out plan in my former role as Head of Digital Production at Attitude. The series of three, which went viral on launch and went on to be written about in The Drum and The Sunday Times for its bold marketing stance, attracted over 5M views.


I joined the brand following an extensive and ambitious shoot by the Attitude team. I advised and production-managed the final edits of the series. Requesting assets to fit a multi-platform campaign, I rolled out and oversaw the activation across organic and paid mediums, including Facebook, Twitter, Instagram, YouTube, and other VOD and ad placement video players leading up to the Attitude Awards.


Welcomed and celebrated by the Attitude audience, YouTuber, influencer and filmmaker Jazza John described the content as ‘one of the greatest marketing campaigns and pieces of media I have ever seen.’

It tapped into a zeitgeist, at its height just before the UK Drag Race launch – but it was also bold marketing and strong branded content. With a narrative, the kind of tea and shade the viewers wanted and delivered to a platform they were already on thanks to organic and paid placement – this campaign culminated in a big win for both Attitude and Jaguar.

When I went to deliver a case study of Jag Race to the University of Westminster this year, the 18-21 media students had not only seen the videos on YouTube, where they consume most of their media; They’d actively engaged with the content.

In their minds, Jag Race was at odds with the Jaguar brand they thought they knew – one aimed at older men who played golf. They didn’t know they were the brand’s new target.

Thanks to Jag Race – they do now.