To celebrate Fiat’s 100-year presence in Ireland, I worked with the team at Fiat in Ireland and Turin to create a campaign rooted in something more powerful than product: memory.

There’s a deep emotional connection between Irish drivers and the Fiat brand. At one time, Fiat cars were assembled here. For many, it was the car you learned to drive in, had your first date in, packed for family holidays in. It was part of life.

I wanted to honour that connection - so I built a campaign around real-life moments pulled from Irish family photo albums. From a Fiat at the St. Patrick’s Day Parade in 1923 to summer picnics and first-car milestones, the campaign celebrated the role Fiat has played in everyday Irish life for a century.

But this wasn’t just about nostalgia - it was also about looking forward. To mark the next 100 years, we filmed the new all-electric Fiat 500 on the roads surrounding Ireland’s largest wind farm in Donegal. A clear signal of the brand’s commitment to a cleaner, greener future.

What really sets Gregg apart is his ability to truly understand a brand - not just visually, but culturally. On the Fiat 100 Years in Ireland campaign, Gregg worked closely with us and with Fiat’s brand team in Italy to ensure the work felt authentic, respectful of the heritage, and still relevant for the Irish market. He has a rare combination of creative instinct and commercial understanding, and he brings a calm, collaborative approach to every project. Gregg is trusted, highly experienced, and a genuine pleasure to work with.

JOHN SAUNDERS, Managing Director, Gowan Auto