Williams X Gulf Oil Livery Campaign

Commercial creative, Livery design and race team application

The Gulf Oil livery project has been to date one of the most amazing projects I have ever had the privilege to work on.
Gulf as a brand is iconic in Motorsport and is ingrained in the sport history with legendary, stand out, classic livery designs.
To have the opportunity to work with Gulf, creatively lead the project and ultimately be responsible for designing x4 stand out Gulf liveries was truly special.

The Brief:

Come up with a mechanism to drive fan engagement across multiple platforms, empower and give the fans the opportunity to decide what Gulf livery runs on track.
Creative Direct, Design, manage and produce all livery designs and supporting campaign assets.

The response:

We came up with the idea to create a campaign that included x4 livery designs all created around individual narratives that aligned with both Gulf Oil and Williams Racing values.
Original narratives included:

Digital / Contemporary (celebrating the world of esports)
Visionary (celebrating the young driver programs and Driver academy’s)
Heritage (Celebrating all thing Gulf Heritage)
Bolder than Bold (Celebrating the bold, forward-thinking individuality of the brand)

Once we had the concept we began to design the mechanism and social campaign to drive the campaign forward. From here we then designed each livery working closely with the Gulf senior team to finalize each concept.

I was also a key member in the Williams Racing livery production team, supporting the wider production of assets, working closely with key internal team members and external paint shops.

I also design the future poster and collaborated up with Automobilist to have it produced and put on sale as a limited addition piece.

My favourite…

(1)Contemporary (2) Bolder than Bold