My automotive creative journey began in print advertising, developing sophisticated visual campaigns and photography-led executions for premium manufacturers across specialist and consumer titles. At Auto Trader, I pioneered the transition into film and digital-first approaches, leveraging the platform's unique data insights and audience reach to deliver award-winning campaigns that drove measurable commercial outcomes. This evolution demonstrated how automotive creative could deliver both cultural impact and business results when executed with the right blend of craft, insight, and platform understanding. Proving the creative could deliver both cultural impact and measurable commercial outcomes when executed with the right blend of craft, insight, and platform understanding.
Automotive Creative Evolution:
From Print & Photography to
Award-Winning Digital Campaigns
Nissan 350z Launch Campaign: Print | Creative | Art Direction | Design | Shoot & Production
Automotive Brand Partnerships &
Data-Informed Creative:
Creative | Art Direction | Design | Shoot & Production
At Auto Trader, I developed strategic brand partnerships that leveraged the platform's data and audience insights to inform creative decisions while maintaining compelling storytelling for specific audience segments. Working with MINI, FIAT, INFINITI, Volvo, MG, Vauxhall, and Ferrari, I translated insights into culturally resonant campaigns. The MINI Great British Weekends campaign delivered 1.4 million additional vehicle sales and won the IPA Media Award for Best Online Campaign. The INFINITI partnership engaged 1.7 million unique users over three months. This approach proved that data and insight could fuel creative excellence, delivering work that resonated emotionally while driving measurable commercial outcomes, and fostering repeat brand partnerships built on proven success and trusted creative collaboration.
FIAT Brand Partnership: Multi-Format Campaign Innovation & Personalisation
Creative | Art Direction | Design | Shoot & Production
My work with FIAT demonstrated versatility across multiple vehicle launches, delivering integrated campaigns that balanced brand storytelling with performance-driven outcomes. The FIAT 500X campaign combined a YouTube series with personalised influencer content, achieving 1.7 million reach and 14% social uplift—earning the DRUM Award for Best Use of Commercial Content. I also developed creative for the FIAT Tipo launch, adapting the data-informed, audience-first approach across executions. Each campaign leveraged Auto Trader's insights and demographic targeting to craft tailored content that resonated with specific customer segments while maintaining FIAT's brand character. This sustained partnership showcased my ability to deliver consistent creative excellence across multiple formats and touchpoints, driving engagement and commercial success.
1.7m
The partnership successfully engaged a substantial volume of qualified, in-market shoppers on Auto Trader. In addition, we leveraged our first-party data segments to extend reach across Instagram and Facebook, targeting over 800,000 crossover shoppers with relevant, high-intent profiles.
High Reach
+110
Users who engaged with the campaign showed exceptionally high intent, driving a significant uplift in searches for the FIAT 500X on Auto Trader. Strong content engagement moved the FIAT 500X into 3rd position in search rankings, challenging key competitors such as the VW Golf and BMW 3 Series.
Places Moved
14%
The partnership successfully engaged a substantial volume of qualified, in-market shoppers on Auto Trader. In addition, we leveraged our first-party data segments to extend reach across Instagram and Facebook, targeting over 800,000 crossover shoppers with relevant, high-intent profiles.