• by Tanya Gazdik , October 27, 2020

Jaguar has partnered with Courageous Studios, CNN's branded content studio, to create a documentary-style series featuring the I-Pace electric SUV. 

Three short films aim to highlight how different industries in the luxury space are embracing sustainability, including driving all-electric vehicles.

A voiceover in one of the films proclaims "Green is the new luxury."

"It used to be either, or," per the voiceover. "Luxury or sustainability. Not anymore." 

Developed in partnership with Jaguar brand’s media agency of record dentsu X, the series focuses on pioneering individuals in the fashion, hospitality and culinary industries who incorporate eco-friendly practices into their respective businesses. 

The automaker is also sponsoring Project Planet, a recently launched editorial platform across CNN and HLN that aims to tell the stories of the people, technologies and movements working to solve environmental problems. The videos will run alongside Project Planet editorial content on CNN.

The videos aims to elevate awareness and drive further inspiration, says Stuart Schorr, vice president, communications, Jaguar Land Rover North America.

The series kicked off last month during Drive Electric Week.

The debut film features the I-Pace on a visit to L’Auberge Del Mar, a luxury resort off the coast of Southern California.

The second film follows Kim Alter, the chef and owner of San Francisco’s renowned Nightbird restaurant, an intimate and carbon-neutral restaurant offering farm-to-table tasting menus. The film details how the business overhauled its approach as a result of the COVID-19 pandemic. 

The final film in the series explores fashion designer Aurora James and her sustainable accessories brand, Brother Vellies.