The challenge: How do you launch a relatively unknown premium EV brand into a crowded market and make people genuinely take notice?

For starters, we decided to make a car campaign unlike any car campaign we'd seen before. One where the car wasn't even the main attraction. ZEEKR is a brand that exists in a Lane of One. So we needed a creative mind who lived in one too. Enter Taika Waititi.

Ideas rarely announce themselves. They emerge from the darkness. Uninvited, unexpected and impossible to ignore.

Spotlight explores that moment of revelation. The instant something ordinary becomes extraordinary. The second a thought, a scene or a story is illuminated.

Through seven extraordinary creations, we stepped inside the wonderfully unpredictable imagination of Taika Waititi. Each world appearing as an idea might first appear to its creator: emerging from the darkness, suddenly vivid and impossible to look away from.

We didn't want to simply advertise a car. We wanted to create something people would stop and look at, even if they had absolutely no interest in cars.

Blurring the lines between art and advertising, Spotlight became an exercise in Artvertising. Seven surreal photographic worlds built around the ZEEKR 7X, turning a conventional car launch into an unconventional art exhibition.

You never know what will appear in your headlights.