Global
celebrity activation (Usain Bolt)
Race-week
content engine (daily sprints)
Driver
collabs & challenges
UGC
fan POVs, city energy
Who we designed content for
Urban event-goers City race buzz, “what’s on”, where to watch, how to get there.
Motorsport fans Drivers, team drama, race craft, podium emotion.
Tech & sustainability crowd Innovation, EV culture, what makes FE different to F1.
The challenge
FE is fast and innovative, but the story can skew “techy.” We needed thumb-stopping content that felt human, was easy to riff on, and could scale across multiple cities and race weeks.
Ops at pace
- Driver access pre-race and mixed-zone post-race to capture emotion + micro-games.
- Daily sprint cycles: plan → capture → edit → publish → measure.
- Local seeding into city pages, partner channels and fan communities.
Our approach (4S for race weeks)
Share Seed challenges & celeb clips into fan subs + local pages.
Support Clear “when/where/how” content; ticket links and day plans.
Smile Drivers being themselves; podium reactions; light-lift challenges.
Show Street-race visuals, behind-the-scenes, tech moments (concise).
What we shipped (and what it did)
| Deliverable | Example | Outcome |
|---|---|---|
| Driver challenge | KitKat flavour guess | Low-lift production; high comments; humanises drivers. |
| Hot take Q | Pineapple on pizza? | Debate bait; strong saves/shares; watch-through. |
| Win reaction | Pascal Wehrlein | Emotional payoff; fandom engagement; team cross-posting. |
| Stunt / celeb moment | Usain Bolt drives FE car | Mass reach anchor; non-motorsport audiences pulled in. |
| Pre-race fun | Drivers attempt donuts | Race-week hype; playful tone; repeatable format. |
What it looked like
Sample reels
My role
I led race-week social formats and on-site capture — briefing driver interactions, shaping micro-challenges, and aligning captions/CTAs to event priorities. I balanced celeb hooks and driver personality with practical “when/where/how” info, so fans knew how to join in.