Both marques arriving at once in markets with no cars on the road yet, and a room full of people to convince.

A car brand arriving in markets it has never sold in has nothing to hand anybody. No cars on the road, no service history, no neighbour who owns one. What it has is a launch event and a room of people it needs to convince to stake their own business on a name they have not heard of. Everything given out at an event like that is trying to stand in for a product nobody has driven yet, and a brochure of a car the reader has never seen is a brochure of a stranger, read once on the way to the car park.

WLWYB built the Jaecoo J7 in white and the Omoda 5 in dark grey, at the same scale, each with its own minifigure, with the grilles, the roof rails, the lamp clusters and the badges resolved rather than suggested. The question that had to be settled before anything else was not what to build but how big, and it was settled by showing rather than arguing: the cars were worked up at different scales and put in front of the people paying for them, so the decision could be made by looking. The detail is where the real argument sits, and the record of it is a document of questions and answers between the studio and the agency running the campaign: whether the Jaecoo's grille logo can take a sticker on that surface or the grille has to become a printed surface of its own, whether the Omoda's red trim runs under the doors, which logo sits in the centre of the rear lamps. Every one of those was settled against photographs of the actual car rather than against an opinion.