CASE
STUDIES
MotorTrend Global Rebrand
CLIENT:
BRIEF: Evolve the MotorTrend brand across global touchpoints as part of the 75th anniversary celebration. Deliver a unified look that can be used across social media, streaming platforms, events and activations, digital and OOH placements, broadcast, and FAST channels, rolled out efficiently, requires limited technical and brand training, and is cost-effective. Throw in a brand campaign for the 75th anniversary while you're at it.
THE BIG PROBLEM: MotorTrend's crutch was its reliance on nostalgia to connect with consumers through its broadcast and streaming channels, while also trying to present a modern, tech-forward automotive journalism arm at the forefront of its digital content. MotorTrend needed a rebrand that brought all audiences under one roof while leveraging the 75th anniversary as an opportunity to present a new vision for the future.
THE SOLUTION: Celebrate and maintain the brand's presence with a consistent color palette, a new accent color, a wordmark that offers a glimpse into the future, and an expanded toolkit to work with across multiple platforms.
Deliver a 40-part toolkit with tutorial videos that rolled out across social, streaming, events, broadcast, and FAST channels with largely automated workflows. Pre-produce almost 1,000 elements to ensure timely delivery for launch.
THE RESULTS:MotorTrend launches across streaming, social, web, and digital channels, as well as broadcast and FAST channels. Subscribers grow to 700K on streaming, register over 110M impressions on social media, over 1M visitors to the website, and around 1M monthly FAST channel viewers across 4 channels.
Top Gear America
Marketing Campaign
CLIENT
CLIENT:
BRIEF: Reintroduce Top Gear America as a flagship franchise for MotorTrend’s streaming, digital, and FAST ecosystem. Develop a bold, modern campaign that honors the legacy of the Top Gear brand while positioning the U.S. version as a premium, personality-driven, entertainment-first automotive series.
Create a unified creative system that scales across streaming platforms, social, broadcast, digital, and experiential—designed for speed, flexibility, and high-volume output.
THE BIG PROBLEM: Top Gear is one of the most recognizable automotive brands in the world—but that legacy is a double-edged sword.
The challenge:
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Live up to global expectations set by the original UK series
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Differentiate the U.S. version without alienating core fans
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Balance authenticity and entertainment in a crowded automotive content landscape
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Position MotorTrend as a streaming-first destination, not just a legacy media brand
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MotorTrend needed Top Gear America to feel distinct, modern, and culturally relevant; not like a secondary extension of an existing franchise.
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​THE SOLUTION: Build a campaign system that leans into personality, chemistry, and spectacle—elevating the hosts as the entry point while reinforcing the scale and ambition of the series.
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Developed a modular campaign toolkit spanning trailers, social cutdowns, episodic promos, and platform-specific assets
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Established a high-energy visual language—dynamic typography, bold motion, and fast-cut editorial pacing inspired by the spirit of Top Gear but reimagined for modern platforms
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Created platform-native content designed for streaming discovery, social engagement, and FAST channel retention
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Enabled rapid content versioning across formats (16:9, 9:16, 1:1) to support always-on distribution
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Built workflows that allowed for high-volume output without sacrificing creative consistency
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THE RESULTS:
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Top Gear America successfully launched as a cornerstone franchise within the MotorTrend ecosystem, driving engagement across streaming, social, and FAST platforms.
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Contributed to significant subscriber growth on MotorTrend+ during the launch window.
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Generated high-performing social content with strong engagement driven by talent-led storytelling.
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Helped establish MotorTrend’s streaming and FAST channels as scalable distribution platforms.
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Reinforced the brand’s shift from legacy automotive media to premium, entertainment-driven storytelling
Top Gear America
Velocity
Brand Development
CLIENT:
BRIEF: Evolve Velocity’s brand and campaign approach to maintain its foundation in American car culture while expanding its relevance to a new generation of viewers.
- Drive ratings growth on linear while also expanding the audience beyond traditional cable through more modern, personality-driven storytelling and multi-platform distribution.
- Develop and launch high-impact campaigns for emerging series, introduce new on-screen talent, and create a scalable creative system that works across on-air, digital, and social platforms.
THE BIG PROBLEM: Velocity had built a loyal audience through nostalgia-driven automotive storytelling. The network leaned heavily into classic restorations, legacy brands, and familiar formats. That strength started to become a limitation. The brand skewed toward heritage over progression. Emerging trends like custom builds, younger builders, and modern aesthetics were not fully represented. New shows and personalities are needed to stand out without alienating the core audience. The network risked feeling stagnant as car culture continued to evolve. Velocity needed to evolve its voice, visual language, and talent strategy while staying true to what made it credible in the first place.
THE SOLUTION: Help lead the evolution of Velocity’s creative approach by balancing nostalgic credibility with modern energy and shifting the brand toward personality-driven storytelling.
- Played a key role in shaping campaign strategy and creative direction across multiple series launches, making sure each show connected back to a clear brand vision
- Personally directed a range of shoots, bringing a more cinematic and character-first approach to campaign creative
- Worked closely with on-screen talent so they felt like part of the brand, not just featured in it. This helped build stronger authenticity and audience connection
- Elevated the overall tone and visual identity with faster pacing, modern editorial, and a more premium feel.
- Partnered with network leadership, programming, and marketing teams to align creative with audience growth goals across both linear and emerging platforms
- Helped introduce new builders, voices, and personalities and positioned them as the next generation of automotive talent
- Contributed across the full campaign lifecycle from concept through production and rollout
- Built campaigns that scaled across on-air, digital, and social so messaging stayed consistent while output increased.
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THE RESULTS: Delivered record-breaking launches for Bitchin' Rides, Texas Metal, and Wheeler Dealers.
- Helped push Velocity into the Top 10 networks among Men 25 to 54
- Expanded the brand’s appeal beyond its traditional audience while also driving linear ratings growth
- Repositioned Velocity as both true to its roots and relevant to where car culture was heading
- Built a creative foundation that supported the network’s shift toward a more premium, personality-driven brand
