MG Motors Middle East – RX9

MG RX9 — Reframing Everyday Luxury

A regional campaign developed to position the MG RX9 as a premium yet accessible SUV for modern families in the Middle East.

Worked closely with the Creative Director and copy team on the art direction and visual development of the campaign across multiple touchpoints.

The challenge was to shift perception — presenting the RX9 not simply as a functional family SUV, but as a more aspirational lifestyle product within its category. The visual approach balanced sophistication with relatability, focusing on modern family dynamics, elevated styling, and a confident sense of presence.

The campaign extended across key visuals, digital assets, social media, retail applications, and rollout adaptations, maintaining consistency while allowing flexibility across regional executions.

AI-assisted visual exploration was also incorporated during the concept development phase to help shape mood, styling references, and cinematic visual direction.

The result was a campaign designed to feel contemporary, premium, and culturally relevant to the GCC market.

Art Direction
Campaign Visual Development
AI-assisted Visual Exploration
Cross-channel Rollout
KV Adaptation & Execution