GO LIKE MO

Art direction and visual development for Go Like Mo, Chery UK’s first technology-led campaign, pairing Sir Mo Farah’s endurance with the performance of Chery Super Hybrid. Developed across film, social and out-of-home, the campaign’s London Underground and Outernet placements alone represented more than 6.2 million gross weekly audience opportunities, before accounting for the London Marathon, television and digital distribution.

Concept

Making technology tangible: Go Like Mo was Chery UK’s first campaign focused specifically on its proprietary Super Hybrid technology. The challenge was to translate extended range, intelligent energy management and sustained performance into a proposition that felt immediate and relevant to a British audience.

Sir Mo Farah provided the central metaphor. His career is defined by endurance, pacing and the controlled use of energy, the same qualities Chery wanted to communicate through a hybrid system capable of travelling up to 745 miles on selected models. The campaign mapped these two forms of performance against one another, turning a complex technical narrative into a simple idea: both Mo and Chery are built to go further.

The concept was developed from the outset as a multi-channel visual platform rather than a standalone film. Its performance-led language needed to carry across television, social content, the London Marathon and large-format digital out-of-home while retaining the same premium, controlled identity.

Design

From direction to campaign system: Within the initial 48-hour pitch window, I led the visual development and delivery of a 0-second proof-of-concept built through AI generation. Building on the methodology established through the Chery Content Engine, the film translated the script into a fully realised piece of directional creative, defining the cinematic tone, performance-led pacing, lighting and relationship between athlete and machine.

The completed film gave the client a clear expression of the proposed campaign and secured approval to move into live-action production. My subsequent role focused on extending the visual language of the finished advertisement across the wider campaign.

A small selection of approved photography and running footage captured during the shoot became the foundation for more than 20 stills and 20 animated assets.

AI-assisted production increased the range of material that could be developed from the limited source capture, allowing the campaign to move between social, static out-of-home, Underground ribbons and large-format exterior screens without requiring a separate content shoot. The result was an adaptable visual system that built on the core film rather than simply resizing it.

Delivery

The campaign launched across television, digital film, paid social and London Marathon activations, with supporting content distributed across TikTok, Instagram and Facebook.

The extended campaign included static out-of-home around the London Marathon, animated digital ribbon placements at Bank and Monument, Holborn, Farringdon, Liverpool Street and Tottenham Court Road, and a 30-second spot rotating across three large exterior screens at Outernet London. Together, representing more than 6.2 million gross weekly audience opportunities, before accounting for the Marathon, television, social and digital distribution.

By treating a small selection of supplementary shoot photography as an adaptable creative base, the campaign produced a substantially broader range of static and dynamic content without requiring a separate out-of-home shoot. The methodology increased the variety and value of the original capture while maintaining a consistent identity across some of London’s most prominent public environments.