Background

From Classic Icon to Cult Favourite: Launching the TBug Globally

Twisted Automotive has built a global reputation for reimagining Land Rovers into modern works of art—retaining their heritage while upgrading performance, design, and detail. But for their next chapter, they chose to do something unexpected. The TBug project took the classic VW Beetle and reengineered it through the Twisted lens: beautifully balanced, subtly modernised, and dripping in nostalgic charm. This wasn’t just a car—it was a cultural reset, a bold expression of Twisted’s expanding vision.

We were brought in to deliver the complete launch. The task was to create a campaign that not only showed off the TBug, but built real global hype, attracted mainstream press, engaged influencers, and most importantly—converted that attention into long-term brand growth. This would be one of Twisted’s most visible launches to date, and the entire strategy had to reflect their premium standards, authentic roots, and bold direction.

Our Strategic & Creative Approach

We knew this campaign had to cut through a noisy automotive market. So we anchored everything in compelling storytelling, shot through a lifestyle lens that celebrated craftsmanship, British engineering, and emotional nostalgia.

We developed a series of cinematic short form film’s that showcased the TBug in motion—on Cornish roads, at the coast, and in quiet rural villages—placing it in settings that felt both authentic and aspirational. This was supported by a bank of vertical and short-form edits optimised for Instagram, TikTok, and LinkedIn, allowing us to reach multiple audiences while keeping the messaging tight and true to Twisted’s tone of voice.

Our London launch event was a central moment in the campaign. We promoted it heavily across digital channels and through handpicked press invites. The event was designed to create a ripple effect online—driven by influencer attendance, real-time content posting, and follow-up PR that kept the conversation going long after the night ended.

To drive reach and return, we activated paid media campaigns across Google and Meta. These were carefully optimised by product line, audience, and region, giving us both broad awareness and measurable sales conversions. Alongside this, we ran a precision PR campaign using our established industry network to place the TBug in front of automotive editors, journalists, and lifestyle media with strong domain authority.

The Final Solution & Deliverables

Across the course of the launch, we delivered a full-scale content and communications rollout. This included the production of an asset suite, multiple days of filming across various locations and all supporting campaign materials. We created and distributed official press releases, managed media outreach, and supported influencer relationships with strategic seeding and follow-up.

The campaign was tied together through consistent, on-brand storytelling and messaging that championed Twisted’s reputation for craftsmanship and design excellence. Our ability to handle everything in-house—from strategy to execution to real-time optimisation—meant the TBug launch ran seamlessly across every touchpoint.