We chose to explore the opportunity of using art direction as the driving force in shaping XPENG Ireland’s bold social-first presence. With the brand relying primarily on organic social to make its mark, we set out to create a distinctive visual language that could cut through the Irish automotive market. The vision was high-end and conceptual, blending lifestyle with technology, while staying rooted in a modern Irish aesthetic.
R&D is what differentiates XPENG in the market and so we created a data-driven strategy. We test, we learn, we adapt, we move forward.
We imagined and produced a shoot here in Ireland, with a diverse cast of local models and carefully chosen locations. Minimalist landscapes, clean architectural lines and muted tones allowed the car to take centre stage, while everyday moments kept the content relatable. To adapt XPENG’s global positioning of Expect the Unthinkable, we introduced the idea of Moving with You and used motion as a constant thread across the imagery and film. Motion blur, colour flashes and light flares ensured every piece felt alive and evolving. Shout-out to Johnny Savage, Al Rogers, and Rosie Barrett for bringing this to life for us.
The creative system extended beyond photography, with bespoke motion graphics, typographic treatments and a cohesive post-production style that heroed the imagery. Inspired by XPENG’s ethos, the suite of content captures both innovation and humanity, positioning the brand as a challenger that brings smart living and future mobility to life in a way that feels unmistakably Irish.
This creative approach was coupled coupled with a social media strategy that put less attention on vanity metrics and more focus on challenging conventions, thinking differently, and pushing boundaries. The XPENG brand hit social with a tech-first identity, pursuing platforms like TikTok and Instagram, moving away from more traditional platforms like Facebook.
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