From the tyres up: building and launching Get Lost.
2025
GET LOST
BRANDING | PR | WEBSITE | SOCIAL MEDIA | LAUNCH
[YEAR]
[CLIENT]
[SERVICE]
Launching at full throttle.
Automotive photographer GFWilliams came to us an unconventional ask: launch a new brand and a new car at the same time, with zero lead-in: no teaser, no drip feed. Just: here’s the car, here’s the brand. And it needed to be entirely digital.
We built Get Lost from the ground up, developing the name, tone of voice, identity, and digital experience. The car was based on a pursuit of fun, and so we built a brand that embodied that. The personality had to strike a tricky balance - cheeky, fun, irreverent…but with just enough grit to be taken seriously.
Because photography was at the heart of both the founder and the launch, we designed everything to let the visuals lead. The website became our storytelling hub: clean, immersive, and emotionally resonant. It delivered just enough technical detail to satisfy the curious, but never at the expense of the feeling. Bold imagery, sharp copy, and a clear sense of personality invited people not just to explore the car, but to get lost in the world around it.
GFWILLIAMS
GFWILLIAMS
CHRIS KNOX
RURAL SCOTLAND
[PHOTOGRAPHY]
[RETOUCHING]
[STUNT DRIVER]
[LOCATION]
A masterclass in digital car launches.
With no physical car ready for live events or test drives, the launch of Get Lost needed a launch that was entirely digital. That meant creating a high-impact, content-driven strategy that had PR, social media, community management, and website working in harmony to deliver maximum impact. No stunts. No gimmicks. Just incredibly good visuals, a clear point of view, and a digital presence that didn’t look like anyone else in the category.
We dropped the car. And it exploded. Get Lost gained massive coverage from top-tier automotive and design press, with articles in Top Gear, Hagerty, Pistonheads, and Octane. The brand gained viral traction across Instagram. Thousands of comments from curious fans, die-hard car nerds, and more than a few skeptics.
And through it all, the brand voice stayed consistent: a little cocky, never defensive, always in on the joke. We didn’t just manage comments - we teased, we responded, we engaged. And it paid off. The community that formed around Get Lost in those first 48 hours wasn’t just interested: they were invested.
FEATURED IN: TOP GEAR | PISTONHEADS | OCTANE | HAGERTY | CAR THROTTLE | AUTOCAR | CAR & DRIVER | CLASSIC DRIVER | DUPONT REGISTRY | DRIVING.CA | UNCRATE | RUSH | CAR SCOOPS | CAR BUZZ | WALLPAPER.COM | AUTO EXPRESS
145,000+
REACH ON SOCIAL MEDIA IN THE FIRST WEEK
2,500
NEW FOLLOWERS WITHIN THE FIRST 24 HOURS
90+
ARTICLES OF PRESS COVERAGE
Solving an unexpected challenge:
too good to be true?
The launch made a strong impact. However, an unexpected challenge arose: people were assuming the images were AI-generated. A flattering reaction in many ways, but also a credibility challenge, particularly for a brand introduced by a car photographer and launched entirely online. GFWilliams asked us to step back in and come up with a creative way to put the AI rumours to rest - without over-explaining or losing the brand’s edge.
We partnered with Calvert Studios to produce a stripped-back, behind-the-scenes shoot that brought the car into a physical, tangible space. We captured stills and video that showed the car - complete with George doing a piece to camera. No more doubting. It was undeniably real.
This second phase not only quelled the AI chatter, it gave us another wave of content - it became an opportunity to deepen the narrative. The second phase of content spotlighted the link between George’s 15 years behind the lens shooting the world’s most iconic cars and his decision to channel that experience into building one of his own. It brought a new layer of authenticity to the brand and helped sustain momentum, strengthening credibility, trust, and connection within a fast-growing community.
