F1 Abu Dhabi GP - Campaign Identity

The Abu Dhabi Grand Prix is the last F1 circuit of the year and the climax of Formula 1 racing.

It celebrates the pinnacle of motorsport, the best in global music and entertainment, and where racers become champions.

For the second year, we created a brand identity that reflects the Formula 1 season's finale, the world-class experience, and the true essence of the Yas Marina circuit on Yas Island in the United Arab Emirates, the meeting place for champions.

The creative execution ties into the brand's future-focused vision of having world-class "cutting-edge experiences" present, by blending playful and energizing creative across a range of innovative touchpoints embracing the latest technologies.

As a starting point for the entire creative rollout, we developed a key visual with a key visual trailer to lift off the campaign. By introducing a recognizable colorful pattern throughout all the assets, we ensured consistency could be maintained throughout the campaign.

By developing a Design & Motion toolkit we enabled the client to create a variety of assets for all their communication channels. Giving them flexibility and control to create an unlimited amount of assets in-house. The multi layered kit includes wipes, closers, openers, and a ton of 3D assets to dress the scenes. Accompanied by brand guidelines how to apply the set.

To broaden the experience and increase brand awareness, we suggested extending the brand to in-flight entertainment. Our proposed narrowcasting toolkit would showcase highlights from previous races, as well as in-depth interviews and documentaries of the Yas Marina Circuit.

To cater to the event sponsors, we went the extra mile and created unique versions of the Key Visual by adjusting them to their iconic brand colors. This allowed us to showcase their brand identity in a prominent way and added a personal touch to the campaign. By doing so, enabling to strengthen the relationship with the sponsors and ensure that their presence is felt throughout the event.