Top Gear - Brand Photography Strategy

Top Gear
Photography Strategy

New photography strategy for Top Gear series 27 and 28. Previous series imagery was lacking relatability and felt dated, the challenge for the Top Gear brand was to produce fresh and authentic, high energy photography that didn’t feel staged and showcased the new presenters’ camaraderie, epic locations and hero cars. By briefing a modular approach to the on set photography (action, detail, car, place, presenters) we created a kit of assets to accompany the new design framework for the brand.

New approach increased press exposure by 420%

The flexible use of photography allowed regions to prioritise images best suited to their local audiences (ie. if they were more petrolhead or entertainment focused). Existing photographers were re-briefed, alongside commissioning new talent. Images appeared across all Top Gear channels: video on demand (iPlayer etc), social, international press coverage, campaign artwork and out of home at the world premiere launch in Leicester Square at ODEON’s flagship cinema.