In 2017, Mobil 1 and the Red Bull Racing Formula One team initiated a partnership that positioned Mobil as the official technology partner of the team. To showcase the launch of this partnership, our team built an activation to bring Red Bull driver Max Verstappen and the team to the 2017 SEMA Show, marking the first time ever that an F1 car ran at the SEMA Show. I led the creative development and execution of the event creative assets, which built the central theme for Max's demo run and fan experience opportunities throughout the week.
LIMITED-EDITION POSTER
Feat - Max Verstappen
Fan experience assets included stickers, signage, badges, banners, and hero cards - all adhering to the overall event aesthetic.
This activation was like catching lightning in a bottle, and I'm incredibly proud of this campaign aesthetic and execution. Mobil 1 remains the Official Technology Partner of Red Bull Racing to this day, and this event with Max Verstappen still marks the largest fan-facing partnership activation that the teams have done together.
