The Grand Tour:
A Scandi Flick
A five-city Prime Video stunt that re-created The Grand Tour’s infamous ice crash as a full-scale installation, generating nearly 5M impressions
Client: Prime Video
Role: Creative Lead
Type: Experiential / Installation / OOH
Year: 2022
Turbo Charged Carnage.
To launch The Grand Tour: A Scandi Flick, we staged one of the show’s most unforgettable moments; James May’s car crashing through ice. Over three weeks, we designed and built custom installations featuring real cars suspended as if frozen mid-crash, complete with cracked ice effects, submerged detailing, wheels spinning, and flashing lights.
After working closely with the client and the vendor’s to conjure such a ludicrous plan, my role was then to lead and rollout the creative concept, translating that TV moment into a large-scale physical spectacle.
Worked with production teams to design and build the installations with cinematic detail.
Oversaw touring logistics, adapting the activation across five major cities.
Directed supporting assets for social and press to maximise shareability.
The aim was to turn a single scene into an unmissable real-world stunt: part fan-service, part photo opportunity, and part headline grabber. The installations were designed for both on-the-ground impact, social amplification and touring ability as each installation had to move country at least once!
Drew large crowds at every stop on the five-city tour.
Generated nearly 5 million impressions across campaign channels.
Delivered a true “you had to be there” moment, turning spectacle into shareable fandom.