SeenThroughGlass

Why organisations work with SeenThroughGlass

• He brings a working creator’s audience instinct into the room. Brands get a host who has spent a decade testing what holds attention on a phone screen, not a presenter reading a script.
• Direct access to the supercar and motorsport world. His interview series Behind The Glass has put him opposite Sebastian Vettel, Jenson Button and Max Chilton, which translates into credible panel chemistry with senior automotive guests.
• Proven commercial partnerships with Shell, Pirelli and Harman Kardon. He has worked inside major brand activations, not just commented on them.
• Recognised reach. Named in The Sunday Times Top 50 UK Influencers list, with cumulative video views in the tens of millions across an audience that car, lifestyle and luxury marketers spend heavily to reach.
• A founder’s view of the creator economy. He has built, monetised and scaled the channel himself, which lands well with marketing leadership trying to make sense of where their influencer spend actually goes.

Biography highlights

• Founder of Seen Through Glass, an automotive YouTube channel launched in 2014 that reached 100,000 subscribers in its first year and has accumulated tens of millions of views.
• Named in The Sunday Times Top 50 UK Influencers.
• Host of Behind The Glass, a weekly automotive podcast and interview series featuring senior figures from motorsport and the supercar community.
• Brand collaborations with Shell, Pirelli and Harman Kardon.
• On-camera work with Formula 1 drivers including Sebastian Vettel, Jenson Button and Max Chilton.
• Creator of Drive The World, a 2019 six-continent road trip series documenting global car culture.

Biography

Most car brands are still organised around the assumption that the buyer walks into a showroom. The buying decision now happens on a phone, mediated by a small group of creators whose audiences spend hours a week watching them drive, review and argue about cars. Sam Fane is one of them.

He founded Seen Through Glass in 2014, after a stint in PR in Mayfair and early experiments shooting point-of-view footage on Google Glass. The channel reached 100,000 subscribers in its first year. A decade on, it has accumulated tens of millions of views across road trips, ownership videos, motorsport coverage and long-form interviews.

His interview platform, Behind The Glass, has hosted Sebastian Vettel, Jenson Button and Max Chilton, alongside dealers, designers and other figures inside the supercar economy. Brand work with Shell, Pirelli and Harman Kardon has put him on the commercial side of automotive content as well as the editorial side. The Sunday Times named him in its Top 50 UK Influencers list.

For events, that combination matters in a practical way. Automotive, luxury and lifestyle brands often need a host who can interview a Formula 1 driver, moderate a panel of marketing leaders and hold an audience that has spent the day on its phones. Fane has done all three for a living for ten years.

Key speaking topics

• Automotive content and the creator economy
• The supercar and luxury car market
• Building a media brand on YouTube
• Brand partnerships and influencer commerce
• Motorsport and Formula 1 culture
• Awards hosting and on-stage interviewing

Ideal for

• Automotive OEMs, dealerships and aftermarket brands running customer or trade events
• Luxury, lifestyle and watch brand marketing leadership
• Motorsport and motoring industry awards
• CMOs and brand directors reviewing influencer and content strategy

Audience outcomes

• A clearer view of how automotive buying attention has shifted from showroom to screen.
• A working sense of what makes a brand partnership land with a creator audience and what makes it fail.
• Direct, on-stage insight from a creator who has built a business on the platform marketers most often misunderstand.
• A confident, well-paced event with a host who is comfortable opposite senior automotive and motorsport figures.