Creating high-speed campaign creative for Formula 1’s leading mobile game
Creative Direction / Concepting / Art Direction / Scriptwriting / Storyboarding / Design
Across multiple seasons of F1 Clash, I helped shape the creative direction for one of mobile gaming’s biggest officially licensed Formula 1 titles, creating trailers, social campaigns and digital experiences designed to match the pace and spectacle of the sport itself.
Working closely with the team at Hutch, the work spanned launch campaigns, feature reveals, competition hubs and live-service content for a global audience. With a live-service game tied to the Formula 1 calendar, creative needed to move quickly and scale across platforms, markets and languages without losing consistency or quality.
The challenge was to create high-energy content that kept players engaged throughout the season while ensuring every touchpoint felt premium, cohesive and unmistakably Formula 1.
Creative Approach
Interstitial concepts developed for storyboards and motion direction
The creative translated the drama, speed and precision of Formula 1 into digital-first campaign creative, balancing fast-turnaround production with a scalable visual language for a global audience.
As Creative Director, I led projects from concept through to delivery, remaining hands-on across trailers, campaign content and digital experiences. I developed creative direction through storyboards and motion references before directing gameplay capture, motion, editing and sound production. Alongside campaign work, I designed UI/UX for microsites and digital activations, while also contributing to social campaign ideation, visual identity systems and multilingual rollout adaptation across international markets.
Reconstructed game UI assets to support animated sequences
Campaign Delivery
/ Seasonal launch trailers
/ Feature reveal content
/ Social-first campaigns
/ Competition and event microsites
/ App store creative
/ Multi-language rollout systems
High-fidelity wireframes establishing layout and user flow ahead of development
One of the most rewarding aspects of these campaigns was helping shape the creative output of a globally recognised Formula 1 title across multiple seasons, taking campaigns from early ideas through to fully realised launches.
