In 2017, Mercedes-Benz announced they were withdrawing from DTM and entering into Season 5 (2019/2020) of the Formula E World Championship. This realignment was due to their new range of electric cars, EQ (Electric Intelligence), and commitment to their 2030 sustainability goals.
Starting a race team entirely from scratch is a rare and large undertaking for any motorsport team. Every single component for the race team needs to be created, from car livery, team environment, hospitality, team clothing, branded stationery to website and social content.
I led the overall art direction and drove the creative strategy to ensure the Formula E team effectively represented Mercedes’ global brand and sustainable goals.
I commissioned, oversaw and directed numerous high-priority production shoots used to collect key marketing assets, from studio to lifestyle and on track. This collateral was used to support Mercedes-Benz’s 12 global markets, the team, its partners, and media.
While developing products, activating key sponsorships, and directing design, I ensured cross alignment with Mercedes-Benz’s business objectives and marketing campaigns for the EQ brand, with a key focus on sustainability, innovation and lifestyle.
Mercedes-Benz EQ Formula E Team finished 3rd in their rookie season of the championship, becoming the most successful new team in Formula E’s history.
