In 2023 Aston Martin signed a sponsorship deal with Aramco, F1’s long-time global energy partner. More than just another sponsorship, the deal was unique in that Aramco would be more than just another logo on the side of the car, they would play an active role in the team's R&D.
To announce the partnership and the new team, we released a manifesto film at the Abu Dhabi Grand Prix as well as developed a mobile-first AR activation for fans where they could design their own team car.
With physical activations within Fan Zones at all 2023 & 2024 F1 races around the world, 300,000+ possible configurations and no limit to how many cars fans could make or where they could race them, no two cars or the experience were ever the same.
Agency: McCann / Developer: Bureau Beatrice / CD: Ian Haworth / ACD: Gavin Breyer / Art Director: Michael Blakey-Milner
