The Stig

With the television series on hiatus, there was an opportunity to keep the Top Gear brand alive for fans around the world. The challenge was to create a flexible campaign that could support the FAST channels while staying true to the show's unmistakable sense of humour.

I creatively directed a series of playful brand films and campaign assets starring The Stig. Built around the idea of Worth the Wait, the films teased audiences as they counted down to the next episode, turning the wait itself into part of the entertainment.

Designed as an evolving creative platform, the concept gave the brand a distinctive voice beyond the television series, creating a suite of assets that could grow over time while supporting Top Gear's global FAST channels.

KEYART

ADBEDS

Concept | Worth the Wait

When you're waiting for Top Gear, who better to keep you entertained than The Stig?

Worth the Wait transformed the downtime between episodes into a series of playful moments, with The Stig's trademark silence and mischievous personality at the heart of every film. Designed as a flexible creative platform, the concept could evolve over time with new scenarios, giving the FAST channels a recognisable identity while staying true to the spirit of Top Gear.

Campaign Highlights

Global Distribution
Creative developed for Top Gear's global FAST channels.

Creative Platform
A scalable campaign concept designed to evolve with new content over time.

Brand Evolution
Refreshed marketing assets supporting the Top Gear brand while the television series was on hiatus.

Creative Direction
Led the creative development across campaign films, key art and supporting brand assets.