Style Meets Speed: Celebrating Champions, Fueling Play.
Players Claimed
Most popular cosmetic item in 2024 claimed by 28.9% of active users at release.
Impressions
Strong engagement across social channels.
Cultural Moment
Elevated the design into a collectible art object.
Craft a standout moment with athlete ambassador Max Verstappen that resonates emotionally, turns heads, and drives players straight into the game.
Art Meets Sport
Brought Max Verstappen's legacy to life through a creative collaboration with artist Lefty Out There transforming Max's iconic journey into a bold visual narrative with his unique polymorph patterns.
- Client
- EA SPORTS
- Year
- 2024
- Role
- Product x Creative Strategy
F1 CHAMPIONS' LIVERY
Style Meets Speed: Celebrating Champions, Fueling Play.
Leveraged the celebration of an F1 champion to elevate brand visibility, spark fan excitement, and drive measurable in-game engagement
CHALLENGE
Creating a meaningful tribute
Craft a standout moment with our athlete ambassador (Max Verstappen) that resonates emotionally, turns heads, and drives players straight into the game.
In 2024, Max Verstappen served as the ambassador for F1® 24, and it was essential to create a meaningful tribute that honored his legacy while seamlessly connecting back to the game experience.
APPROACH
Legacy through art
Max's Story Through Lefty's Style: Inspiring Excellence via a meaningful design.
We brought Max Verstappen’s legacy to life through a creative collaboration with artist Lefty Out There transforming Max’s iconic journey into a bold visual narrative. His defining moments, reimagined in Lefty’s unique style, challenge players to chase greatness in EA SPORTS™ F1® 24.
A dynamic fusion of art and sport that emotionally connects players to Max’s mindset—and invites them to step up as the next champion.
Hypnotic Patterns called Polymorphs
Lefty Out There is a contemporary artist renowned for his hypnotic, free-flowing patterns that blur the line between street art and fine art. His signature abstract motifs, known as "interlocking polymorphs," cover canvases, murals, and sculptures, creating immersive visual experiences. Learn more
OUTCOME
Most popular cosmetic of 2024
456K
Players claimed the Max Verstappen × Lefty Livery free gift, making it the most popular cosmetic item in 2024.
28.9% of active users at the time of release
+400K
Impressions across campaign touchpoints
As part of the campaign, we curated striking visuals that elevated the design into a collectible art object
COMPANY
EA SPORTS
YEAR
2024
ROLE:
Product x Creative Strategy
© Alexandre Meyer
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© Alexandre MEYER
Brand & Creative Strategy