The Grand Tour:
A Scandi Flick
Turbo Charged Carnage.
Client: Prime Video Role: Creative Lead Type: Experiential / Installation / OOH Year: 2022
Nearly 5 million impressions across campaign channels. Large crowds at every stop on the tour.
To launch The Grand Tour: A Scandi Flick, we recreated one of the show's most memorable moments — James May's car crashing through ice — as a full-scale physical installation. Real cars, suspended mid-crash. Cracked ice effects, submerged detailing, spinning wheels, flashing lights. Five cities. Three weeks.
My role was to develop and lead the creative concept from the initial idea through to rollout — working closely with the client, the technical teams at JCDdecaux and production teams to translate a TV moment into a large-scale touring stunt. Both installations had to be built to move, adapting across locations without losing any of the spectacle. I also directed the supporting social and press assets to make sure what happened on the ground travelled as far as possible online.
Beyond the installation, I also led the wider European campaign creative — leading all and copy visuals across OOH, including major train station takeovers (where the Car featured) across key territories, alongside the client.
