CHERY UK LAUNCH

Creative and technical contribution to Chery's UK market entry, a near year long engagement spanning brand development, content production, and pipeline architecture across retail, showroom, digital out-of-home, and broadcast, culminating in the Tiggo 8 being named Carwow Car of the Year for 2026.

Concept

Establishing the foundation: Chery arrived in the UK with limited existing assets and no established visual presence in the market. Working within a wider cross-disciplinary team, the brief was to translate the creative approach developed at pitch stage into a scalable production framework, one capable of delivering brand-consistent content across multiple formats while a longer-term content engine was built in parallel. Asset development was guided by a modular mindset from the outset, underpinned by market research and audience insight.

Design

3D-led production and pipeline development: The majority of Phase 1 content was produced through a conventional 3D photography and film pipeline, with AI used selectively to supplement. Contributions spanned art direction, creative oversight on smaller projects, and technical advisory on larger productions, bringing the pipeline learnings from the pitch phase into a team context that included specialists in automotive production and art direction. Running concurrently was the development of a more robust 3D and AI content engine, designed to achieve pixel-accurate product consistency and lay the groundwork for higher-fidelity output in subsequent phases.

Delivery

Phase 1 content covered retail, showroom, digital out-of-home, TVC, and TV sponsorship formats, establishing Chery's visual language in the UK at launch. The brand registered 5,517 vehicles in its first four months on sale. By March 2026, Chery held a 1.31% market share, ahead of both Fiat and Honda. The Tiggo 8 was named Carwow's overall Car of the Year 2026 and Hybrid Hero.