Carwow
Turning a car marketplace into a car-changing brand
Carwow is a car-changing marketplace and media brand, with one of the world’s biggest car YouTube channels at the top of the funnel.
The creative challenge was to build and flex a brand system that could stretch across entertainment, product journeys, performance marketing, partners and international markets. We also got shortlisted for ITV Head First Award in 2026, it was a proud moment for an in-house duo going up against big agencies.
Role Head of Creative
Scope Rebrand rollout | Campaigns | Art direction | TOV | Performance creative | Market adaptation
Partners Growth | Product | Commercial | Content | Agencies | Exec
Highlights Brand rollout | Toolkit shoots | 360 Campaigns | Growth and Product Partnerships | Sub brand Launch | See Carwow Group for related work
Rebrand rollout
I was brought in as a contractor to lead the Carwow rebrand. Working closely with Ragged Edge on its creation I led the in-house application; turning the new strategy, tone and visual world into practical creative across campaigns, product moments, paid channels and internal systems.
Campaign platforms
With lean brand budgets, Carwow’s campaigns had to do two jobs at once: build a distinctive “car-changing” brand, and drive meaningful action across buying, selling and leasing journeys.
Change Your Car: Launching the car-changing platform
A 360 campaign to launch Carwow’s car-changing positioning across TV, radio, YouTube, Meta, paid search, display, CRM, organic social, print and PR. Built around the idea that car-changing moments do not have to be huge to be life-changing, the campaign turned everyday needs (more space, better features, fewer compromises) into a flexible creative platform for both ends of our proposition.
TVC
TVC Credits: Impero
Contextual Ads
Radio
Paid Social (Mid-funnel)
Sell My Car: The Break Up
The Break Up tapped into the emotional connection people have with their cars even when they know it’s time to move on and sell.
The work moved from playful lines like “Breaking up never felt so good” into rational proof points around strong valuations, market timing and Carwow’s average saving vs part-exchange. We ran The Break Up twice, with the first run on Valentine’s Day (true romantics that we are), and used it to launch Sell My Car in Germany due to the increase in consideration and share of voice.
OOH
Radio
Paid Social
Market adaptation
Car-changing is not a concept easily translated to German, so I undertook the challenge to transcreate the idea. Working with Franklyfluent we landed on Für dein neues Autokapitel, a play on the idea of starting a new car-chapter. We also collabed across brand and tactical language to build a system for the German team in the absence of an in-market copywriter.
Always-on growth creative
Not the most glamorous side of my role, but the place brand consistency is often won or lost, and let’s be honest, where a lot of the budget goes. I led creative across high-volume acquisition, CRM, product and performance, keeping the brand coherent inside a performance-led marketing engine.
Paid Social Examples
