When premium SUV brand JAECOO partnered with the EPCR Finals in Cardiff, they didn’t just show up they took over. With just two weeks on the clock, The PHA Group and production partners Sassy+ transformed a sponsorship into an eye-catching campaign filled with storytelling, star power, and creative grit. From social content to stadium takeovers, the goal was simple: make an unforgettable first impression on the UK audience.
At the heart of the campaign was rugby icon Chris Robshaw, a moody visual aesthetic, and the JAECOO 7 Super Hybrid System (SHS). The team fused sport and performance into a suite of outdoor executions and digital assets that felt bold, purposeful, and premium. Everything from script to shoot to screen was built to align JAECOO’s innovative edge with the spirit of the game.
From high-speed collaboration to a now-iconic rugby pass through the JAECOO 7’s open windows, the campaign showed what’s possible when urgency meets creative synergy. We sat down with Mike Chivers, Creative Director at The PHA Group, to unpack the thinking, challenges, and behind-the-scenes magic that brought it all to life.
What was the brief?
The challenge was clear: take JAECOO’s sponsorship of the EPCR and supercharge it. We wanted to make a big impact during finals weekend in Cardiff, bringing together the world of rugby, the powerhouse presence of former England captain Chris Robshaw, and the standout features of the JAECOO 7 Super Hybrid System (SHS). This campaign needed to feel bold, integrated, and effortlessly aligned with JAECOO’s adventurous DNA.
How did the initial pitch/brainstorming phase go?
The PHA Group had already been collaborating with JAECOO on social-first and live Instagram content, but when Matthew Upton, Brand Manager at OMODA x JAECOO mentioned plans for a Cardiff OOH takeover, we jumped at the opportunity.
From brief to delivery, the entire campaign was turned around in just two weeks. Working closely with production partner Sassy+ and client, we moved quickly, aligning across multiple creative routes and copywriting options before refining down to four standout executions.
What was the process behind ideating the concept?
We looked at the campaign through two key lenses:
- How do we hero the JAECOO 7 SHS visually and verbally?
- How do we naturally fuse the car and its driving experience with the spirit of rugby?
Each concept had to celebrate the SUV’s Super Hybrid System and premium qualities, while also creating synergy with rugby culture. We explored everything from the precision of a rugby pass to the quiet strength of a post-match recharge.
The result was a suite of visuals and headlines that blended puns, movement, and storytelling into memorable outdoor moments.
What was the production process like?
Fast-paced, collaborative, and energising, we had the right team on the job.
No time was wasted. From concepting through to production, retouching, and design, every stage moved with momentum.
In mid-May, we headed to Calvert Studios in Leighton Buzzard to shoot the JAECOO 7 SHS.
The shoot served a dual purpose: to create scroll-stopping social content (now generating over 350,000 views) and to bring four bold OOH concepts to life for the EPCR weekend.
We were fortunate to partner with world-class automotive photographer Tom Kahler, UK-based but globally renowned for his commercial car work, whose eye for detail and lighting elevated the entire production.
The result? A campaign that fuses sharp strategy with standout visual storytelling.
What was the biggest challenge during production? How did you overcome it?
Urgency could have been a setback, but instead, it became a driving force. The compressed timeline brought out the best in every team member. Client, agency, and production partner worked together, united by a shared vision and a sense of purpose.
What emerged was true creative collaboration nimble, focused, and remarkably cohesive from start to finish.
What kit/tools/software were used to create the project?
From the outset, we had a very clear vision for the visual identity of this campaign.
A detailed moodboard shaped by references in lighting, tone, and texture served as our north star throughout. Shooting at Calvert Studios gave us access to their Computer Controlled Lightbox system, a nimble setup that allowed for intricate, atmospheric lighting setups – perfect for the moody, sculptural aesthetic we were aiming for.
The photography process itself involved shooting numerous individual layers, each meticulously lit to highlight specific features of the car – such as the wheels, grille, headlights, and body contours. These layers were then composited in post-production to create a single, flawless image. In the retouching and design phase, we used the Adobe Creative Suite alongside a talented team of designers, retouchers and colourists, who brought precision and depth to every final asset. The result is a series of visuals that marry technical craftsmanship with compelling storytelling.
What is one funny or notable thing that happened during production?
The “precision pass” moment.
We tested Chris Robshaw’s throwing accuracy by asking him to launch a rugby ball directly through the open doors of the JAECOO 7 SHS in inches from 14.9" infotainment screen (with great care, of course!).
It was a tense moment (bum clenching moment) on set, but the result was spectacular and made for one of our favourite shots.
What’s the main message of this project and why does it matter?
Power meets precision. This project was all about showing how JAECOO 7 SHS performance, poise, and innovation could hold its own, even when placed next to a rugby legend like Chris Robshaw.
It matters because it helped cement JAECOO’s position as a premium SUV brand entering the UK market with boldness and confidence.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
It all started with a playful idea: could Chris Robshaw pass a rugby ball clean through the open windows of a JAECOO 7 SHS?
That seed of fun led us into a broader creative space, thinking about how rugby movements and scenarios could reflect the car’s features.
We started naming the concepts based on that logic, and the ideas quickly came together.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
The EPCR sponsorship itself already matched JAECOO’s target demographic; entertaining fans who are adventurous, premium-minded and performance-loving individuals. Our job was to amplify that alignment.
The placement of the OOH ads therefore, lived across Cardiff, from arrival zones to fan areas and the stadium, meaning fans felt JAECOO’s presence the moment they arrived. The result? Over 2.6 million impressions across two days.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
We developed eight routes in total.
The four selected were chosen for their visual impact, simplicity of execution, and how directly they expressed JAECOO 7’s Super Hybrid System.
The ones left on the cutting room floor include:
“Defensive Tactics. Built-in.” Chris charges into frame, reflected in the wing mirror, as driver assistance icons glow subtly.
“Charge Up for the Game.” Chris lunges at a tackle bag as the JAECOO 7 SHS calmly charges beside him.
“The Maul with Muscle.” A visceral scrum against the immovable SUV – a study in power and poise.
“When You’ve Given Everything.” Post-match recovery on the bench as the JAECOO 7 SHS quietly recharges, a visual metaphor for fast regeneration.
Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?
This campaign wouldn’t have happened without Sassy+.
They were a critical partner from concepting through to production, handling pre-production logistics, crew, props (including custom JAECOO rugby balls), and working with world renowned automotive photographer Tom Kahler, retouchers, and runners. [Sassy + to add names]
PHA also led coordination with Wavemaker for media buying, and UniLive for DOOH verification and delivery, ensuring the campaign was deployed seamlessly.
Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?
One of the approaches we took was integrating AI into the early stages of visual development. Using tools like ChatGPT and Midjourney, we were able to storyboard and generate visual keys well before the cameras rolled. This gave us a clear sense of composition, tone, and framing, essentially allowing us to pre-visualise the shoot and align everyone around a unified creative direction. It streamlined decision-making and helped ensure the photography matched our vision from the outset.
Another unique aspect was how we worked with Chris Robshaw to choreograph key movements. Because authenticity to the game of rugby was crucial, we spent time rehearsing the action sequences - understanding how specific rugby moves would translate visually once captured. There was a surprising amount of physicality and improvisation involved, including a fair bit of rugby ball throwing on set to get into rhythm and energy. It added a sense of play and spontaneity to the shoot, while also ensuring we nailed the moments that would resonate with fans of the sport.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
By turning traditional auto advertising on its head, we didn’t just show the car in isolation; we built narrative, humour, tension, and sporting energy into every execution, rooting the visuals in fan culture. These weren’t just ads; they were mini sports moments, embedded across the Welsh capital.
During the edit stage, JAECOO shared Out-of-Home testing insights from previous advertising, which we used to refine the final artwork. These insights assessed key factors such as composition and retouching, helping us ensure the creative stood out in a busy urban environment; did they follow best practice around visual attention, was the creative grabbing focus quickly? Was it impactful? And, crucially, was the message clear?
These metrics became our guiding lights in the post-production phase, ensuring the final campaign not only looked powerful but also performed with precision.
What do you hope it achieves for the brand?
Awareness. Impact. And a clear signal to the UK market that JAECOO is here and ready to compete at the highest level.
Credit list for the work?
Brand Manager, Matthew Upton, OMODA x JAECOO
Creative Director, Mike Chivers, PHA
Creative Director, Sarah Morgan, Sassy+
Senior Producer, Charlie Williams
Photographer, Tom Kahler
Photo Assist, Kieran Cooper
HMUA, Bobbie Ross
Runner, Alex Saunders
Runner, Alex Madej
