In 2022, NEOM and McLaren joined forces to create NEOM McLaren Electric racing.
More than just a Formula E and Extreme E racing team, this is a partnership with purpose.
More than just a Formula E and Extreme E racing team, this is a partnership with purpose.
This partnership represents a fundamental alignment in ideals and goals between the two companies. Mclaren signed on to become a founding tenant at the Oxagon Research and Innovation Campus, where they will help to develop the talent of the future; bringing new tech, products and leaders to the world. This shared purpose informed the creative execution of the team announcement.
With a very short deadline, no access to cars or drivers and a limited budget, we created a film and key visuals using rendered vehicles, stock and test footage combined with a voice over. The vehicles appear on an octagonal podium to represent Oxagon and NEOM. The film was shown at a launch event held at the McLaren Technology Centre and online. The art direction and graphic language we created has been carried through to post-launch assets.
For the 2023 race season, we created a new conceptual and graphic language for social and event comms. We started with the idea of chemistry and reactions and developed that into "The formula for the Future" an idea that turns NEOM and McLaren into the ingredients that create success. W portrayed this through the collision of coloured chevrons and a release of energy that reveals the Formula E car.
