F1 Champions Livery

Style Meets Speed: Celebrating Champions, Fueling Play.

Leveraged the celebration of a F1 champion to elevate brand visibility, spark fan excitement, and drive measurable in-game engagement.

Challenge

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 for us to create a meaningful tribute that honored his legacy while seamlessly connecting back to the game experience.

Approach

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.

Creative Outcome:
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

Max Verstappen x Lefty Livery Free gift became the most popular cosmetic item in 2024. It was claimed by 456K players, 28,9% of the active users at the time of its release.

Engagement: +400K impressions.

As part of the campaign, we curated striking visuals that elevated the design into a collectible art object