ABOUT

In 2001 I had the idea to place an Audi inside the London Eye. BA thought it was a great idea and agreed. It was a chance to do some truly original experiential work. We had to remove the doors of the pod and build a temporary floor for the car. I hired the photographer Darren Reese to shoot it. The car was inside the pod for a full week and all the media reported on the stunt. The Evening Standard did a full back page article on it and the author and broadcaster Peter York wrote an article on it in the Independent. As you can see below we also made a TV spot and filmed the London Eye at night which raised a few complaints. In 2008 Fiat had the same idea. Imitation is the sincerest form of flattery.