Vicky created a world for Black Badge that enabled a sense of escapism, an underground space where one’s true self can be unlocked and deepest, darkest desires explored. The campaign concept was centred around the intoxicating magnetism of the Cullinan Black Badge model itself. Bringing in megastar director Joseph Kahn to direct, this film was the most cinematic and action based script from the brand. A successful launch created a wave of positive reactions across all platforms and down to dealerships - where the results were undeniable. 1.56M views surpassing the target and breaking digital records and an increase on purchase orders.

Creative Director: Vicky Lawton
Director: Joseph Kahn  



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