In 2018 I worked on the global re-positioning of Formula E, and the launch of season 2018/2019.

After weeks of talking to fans and prospects, including at races, we understood that talking about the environment alone wasn’t going to be enough: to generate interest, we would also need to
showcase the raw intensity of electric racing. Research also clarified the appeal of the new car design,
which influenced the approach of many creative executions.

We produced several pieces of content with a way more aggressive TOV, often starring the new car.
For example: Battle Scars, an online promo for the new season, based on the observation that every Formula E race turns into a dogfight. Below, some static that were used both online and as OOH.

Creative: Ross Taylor, Charlie Parker, Jonny Marsh / Agency: Iris