-Creative Director, Writer

If you checked out my work for The Grand Tour you already know I know nothing about cars. This is why I was the perfect candidate to lead up a campaign for the new Jaguar F-Pace. Jaguar wanted to tap into all those early adoptin’ folks on Amazon who fell in love with Alexa early on.

Quick story on this one: The Alexa brand team reeeeeally wanted me to add another functional Alexa command in this thing. We already had four. I told them they were being too serious with our customers. We needed something fun. Two minutes before the pitch I rewrote the script and added an Easter egg I found through Reddit. Not only did they bite, but it become the crux of the story of a man who is just waiting for permission to take the day off and go for a drive.