Leveraging an F1 partnership to build brand recognition

Over a five-year collaboration, Darktrace and McLaren Racing combined their strengths in AI and elite motorsport. I helped shape how this partnership came to life, focusing on the shared obsession with speed, precision, and performance. We developed a tailored visual identity that blended both brands and was used across digital platforms, live events, and trackside activations.

I worked with the McLaren team to host customer and internal events at the McLaren Technology Centre and contributed to social campaigns including Fast Fact Fridays, Ahead of the Curve, and Fact of Phish. I directed drivers including Lando Norris during content shoots, ensuring the messaging was aligned and delivered with the clarity and tone suited to our audience.