Top Gear Series 29&30&31
Mates. Motors. Mucking About. With Paddy McGuinness, Freddie Flintoff and Chris Harris firmly established as the new presenting team, Top Gear had found its stride. As the show made the move to BBC One, the campaign needed to build on that momentum while celebrating the chemistry that had become central to the brand.
I creatively directed the campaigns across Series 29, 30 and 31, evolving the creative as the programme entered its next chapter. From key art and trailers to launch campaigns and promotional assets, every touchpoint was designed to capture the humour, friendship and adrenaline that define Top Gear, while introducing the series to a broader primetime audience.
OOH animation
Stig on Wheels
Some partnerships just make sense.
To celebrate the launch of a nationwide on-pack promotion, we teamed up with Wagon Wheels to give one of Britain's best-loved biscuits a Top Gear twist. Reimagined as Stig on Wheels, the campaign put the show's most iconic character front and centre, creating standout packaging and an in-world campaign that rewarded fans with the chance to win an unforgettable day at the Top Gear test track with The Stig.
Simple, playful and true to the spirit of Top Gear, the partnership brought two much-loved British brands together in a way that felt authentic, memorable and, above all, fun
Licence to Drive
A playful nod to one of Britain's most iconic film franchises. Inspired by classic James Bond artwork, the campaign reimagined the Top Gear team as action heroes, bringing together cinematic style, fast cars and the show's trademark spirit of Mates. Motors. Mucking About.
