Product × Creative Strategy - EA SPORTS F1 24
Style meets speed: celebrating champions, fueling play.
At a glance
Challenge
Craft a standout moment with athlete ambassador Max Verstappen that resonates emotionally, turns heads, and drives players straight into the game.
Approach
Bring Max's legacy to life through a collaboration with artist Lefty Out There his iconic journey reimagined in polymorph patterns as a free in-game livery.
Impact
The most popular cosmetic item of 2024: 456K players claimed the livery 28.9% of active users at release.
A tribute worthy of a champion.
In 2024, Max Verstappen was the ambassador for F1 24 and his legacy deserved more than a poster.
It was essential to create a meaningful tribute that honored his journey while seamlessly connecting back to the game experience something players could feel, claim and drive.
Art meets sport.
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 Lefty Out There, transforming his iconic journey into a bold visual narrative. His defining moments, reimagined in Lefty's signature style, challenge players to chase greatness in F1 24.
Legacy through art
Max's defining moments translated into a visual narrative a fusion of art and sport connecting players to his mindset.
The polymorphs
Lefty Out There's hypnotic, free-flowing “interlocking polymorph” patterns street art meets fine art, on a race car.
The Champions' Livery
Released as a free in-game gift an invitation for every player to step up as the next champion.
Collectible art object
Curated campaign visuals elevated the design beyond the game a livery worth owning.
"Max's mindset, in every player's hands."
The most popular cosmetic of 2024.
456K players claimed the Max Verstappen × Lefty Livery making it the most popular cosmetic item of the year.
That's 28.9% of active users at the time of release, with 400K+ impressions across campaign touchpoints a celebration of a champion that drove players straight into the game.
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