NAPA AUTOPARTS
Social Media Advertising // Video editing & direction
The work displayed here was produced during my employment at Famous Wolf. It is featured in this portfolio with express permission. All rights, including copyright, are held by © 2026 Famous Wolf Group Ltd. All rights reserved.
Driving results.
Founded in 1925, NAPA Auto Parts has spent nearly a century building a reputation as an expert distributor of automotive parts and accessories, starting in the United States they have recently begun to move into the UK and other European nations. Despite their extensive history and market presence, the client faced challenges in connecting with their intended audience. They needed to develop more personable ad creatives to resonate effectively with both B2C and B2B audiences, all while clearly emphasising their significant brand equity as they approach their 100th anniversary.
'Sorry Andrea 'Ad (Click for Visual Description)
Visual Description:
Clair de lune, by Debussy, plays as the video begins.
The first shot shows a mother and daughter at school drop off. The mother moves in for a hug but is met with an embarrassed teen who eyerolls. The narrator reads ‘Last week, you got Andrea’s car back on the road.’
The next shot, shows the same mother at a retail park. As she moves shopping from trolley to car boot, the bag rips. The mother is frustrated. The narrator reads ‘She’s delighted, she gets to enjoy… moments like these’, in a sarcastic tone.
The third shot, has the same mother sat in traffic, stereo sounds of car beeps indicates she is at a standstill. ‘Who said bumper-to-bumper traffic wasn’t fun’, the narrator sais.
A final, personable shot plays of mother and daughter laughing, the narrator reads a final ‘You’re welcome, Andrea.’
The video blurs, the music dims and the logo animates in, followed by the copy, ‘The Professionals’ Choice for Auto Parts.’ and ‘290+ Stores. 1 Nationwide Force.’ This copy reinforces the idea that all the moments, good and bad, experienced in a car, can only be had, by having a working car.
'Need a Spare Part' Ad (Click for Visual Description)
Visual Description: Surround sound of a repair shop is playing, drilling and rumbling sounds. Large type consumes half the screen, ‘Need a Spare Part?’ it reads, in capitals. Compositionally a man’s side profile is to the right, he is holding a tool and working on the underside of a car. ‘Need a Spare Part?’, fades away, the Napa AutoParts logo and the tag ‘Any Part, We’ve Got It!’, fades into view.
Ad Concepts Ideation (Click for Visual Description)
Visual Description: A spreadsheet of 12 ads is presented alongside basic prototype mocks, descriptions, ad categories and examples of content that inspired the ad ideation.
To tackle these challenges, the project involved a comprehensive creative process. This included ideating 12 distinct ad concepts designed to resonate with both B2C and B2B audiences, ensuring each concept contributed to a more personable brand image. By managing another creative designer and supervising a content creator to produce compelling copy we brought these visions to life.
My role was that of both directing the vision, project managing via Asana, ideation, production, editing, filming and direction. I split the Ads responsibilities between myself and a designer I managed. I QA’d and amended their work in addition to my own, as well as curating the direction of the copy.
Once the concepts were refined, the next crucial step was presenting these ideas to the client for feedback and approval, before moving into the production phase to bring the approved campaigns to market. Production was a blend of client provided assets, stock and in-house filmed content.
These campaigns were well received by the client, and were a success financially. We delivered a £5.20 cost per result in their first month, with an ad spend of £150 per day. Additionally 246 registrations were registered and 138 applications submitted.
9.16 examples of Ads (Click for Visual Description)
Visual Description: 3 9.16 (mobile) view Meta Ads for NAPA. The first video is an animated graphic indicating Napa’s vast network of stores. The second video showcases NAPA testimonials from B2B customers. The third shows a supercut of a NAPA employee picking up multiple brands they stock.