In 2016, the Fiat 124 Spider was reborn—and I led the relaunch with a creative nod to its heritage.

I went straight to the source: the original 1966 Spider. I recreated a vintage car magazine as a direct mail piece—re-naming, re-writing, and redesigning original reviews, ads, photography, and specs in the authentic style and tone of a classic 1960s publication.

Then, at the centre spread, we jumped forward 50 years—switching up the tone and visual style to spotlight the sleek, modern 2016 model.

The campaign was crafted end-to-end by me, blending storytelling and design seamlessly—and drove a 2.7% conversion rate, generating over £1 million in sales.

Creative, Art Direction, Design, Typography, Direct Mail