WRITING
articles, videos, content creation
Taking the Alps with two Porsche 911s reimagined by Singer
VOICEOVER SCRIPT WRITING FOR RM SOTHEBY’S - FANGIO’S MERCEDES-BENZ 300SL ROADSTER
tommaso spinzi - type7
PROJECT 8: MISSION IMPOSSIBLE
driving colin mcrae’s championship winning impreza
8 COUNTRIES IN 7 DAYS WITH A PORSCHE 911T
London to Paris – A Gentleman’s Journey with Hackett and Aston Martin
VIDEO DIARY TO ACCOMPANY SPONSORED CONTENT FOR HACKETT LONDON X ASTON MARTIN - STORYBOARDING AND FEATURING
TIMELESS GARAGE - TYPE 7
Airtime with Concorde and an Aston Martin DB4
VOICEOVER SCRIPT AND STORYBOARD WORK FOR DALLARA EXP LAUNCH VIDEO
The Audi RS2 is Dr Jekyll and Mr Hyde’s long lost brother
toby mellor - type 7
These new-generation collector car dealers are changing the game
maximalist interior - type 7
Behind the scenes at the Nürburgring 24 Hours with AMG and IWC
Rise of the Restomods: Why you need an upgraded classic
VOICEOVER SCRIPT WRITING FOR GUY BROAD & ZERO WEST WATCHES - RIGHT PLACE, RIGHT TIME
Coldplay’s Guy Berryman – the secret car collector
driving porsche’s greatest hits on scotland’s great roads
becky evans - type 7
investigating the place of lotus in the modern automotive landscape
CREATIVE DIRECTION
Case study - RELAUNCH OF PRIVATE MOTOR CLUB MAGAZINE
Brief: Broaden audience and add edge while maintaining quality
With a focus on expanding their audience and adding a distinct voice in the increasingly crowded world of high-end automotive print, Private Motor Club commissioned me in to consult on the reformatting and relaunch of the publication in its fifth year.
Despite having garnered a global die-hard following due to its carefully curated content and luxurious coffee table book style, founder Tim Hutton wanted to make PMC more approachable, punchier and more enticing.
Taking inspiration from publications outside the automotive industry, as well as honing in on the demographics of both existing readers and desired readers, the physical size and page count was reduced to make the magazine easier to travel with, easier to share and easier to digest. This also helped the magazine stand out on shelves, as well as encouraged buyers to dive in and read every page rather than just display it on their coffee tables.
Fresh content was added, focussing on injecting opinion and honest discussion — something generally lacking in automotive media. From recreating shots from cult film Layer Cake to accompany an interview with Merlin McCormack, which differed from the traditional interview and shoot on his premises, to an amusing piece of satire and a gritty photo set with a renowned tailor to car reviews, road trips and more, the content in the new issue covers all the topics readers want in a genuinely different manner.
From a design standpoint, PMC founder Tim Hutton paired these vibrant words with equally engaging typography and layouts. As always, top photographers from around the world were commissioned for imagery.
In order to shift the perception of the magazine into something that was more accessible and approachable, pricing was reduced and print numbers were increased.
To firmly state its new position, a topical title full of attitude was chosen alongside a classic image, playing on the British theme of the issue and sparking conversation.
PR
Previous clients include Singer Vehicle Design, Jaguar Land Rover, Thornley Kelham, Bicester Heritage, Morgan Motor Company, E-Type UK
Case study - Ginetta Akula debuts at Geneva
brief - launch supercar, build brand, lay foundations for AMBITIOUS future
Working for Influence Associates, I was tasked with leading the launch of Ginetta’s first supercar at the Geneva International Motor Show, being given roughly three months lead time.
Starting with no assets and one prototype vehicle, choosing and working with the ideal photographers and videographers was crucial to complement the design cues and overall positioning of the car.
After choosing Alex Lawrence and the team from Amis Productions, we collaborated on all aspects, from storyboarding to final grading to creating assets that were crisp, raw and reflective of the car’s personality.
Showcasing the motorsport bloodline of the new car was key to this positioning, so this narrative was woven throughout all communications and media.
Most importantly, Ginetta is a no-nonsense manufacturer with exceptional engineering capabilities and hard-earned motorsport pedigree, and as such, all communications and messaging were concise and without the traditional hyperbole attached to new supercars.
Working on the long-term brand strategy devised for Ginetta, from initial teaser to public unveiling at Geneva, the launch of the firm’s first supercar required the following:
• Press release writing
• Key message formulation
• Story placements
• Asset creation (photography and video, technical drawings, etc.)
• Top journalist and taste maker introductions
• Social media guidance
• Creation of marketing materials
And much more.
From creating paint colour names to writing the announcement speech for the CEO, and everything in between, no stone was left unturned to ensure a successful launch.
The culmination of this work yielded estimated coverage views of over 19 million and, more importantly, communicated the Ginetta brand effectively, differentiating it from the rest of the pack.
