Helping a racing team close the gap between its fans and a key partner

A major commercial partner wanted to make its Formula 1 sponsorship matter more to fans and create experiences that no one else could deliver.

The ambition was to give supporters exclusive access to the team, celebrate their passion and strengthen the relationship between the partner and the racing community.

We developed a fandom-led creative platform built around the people who make the sport what it is: the fans.

Nine superfans were invited behind the scenes of one of the world’s most recognisable racing teams, becoming central to a creative programme that brought supporters closer to the drivers, team and wider world of elite motorsport.

The campaign extended across six months, with over 160 pieces of social content, talent-led storytelling, race-weekend activations, fan experiences and creative concepts including merch and livery design.