As part of the Williams Racing and Duracell partnership, I supported the commercial and partnership teams to help them convert and activate Duracell at key race locations. My role, working closely with the Duracell marketing team, was creative direction of all assets, production direction of key assets and working with and supporting the Williams Racing Commercial Director and the senior Duracell team to achieve their goals.
We worked alongside our in-house content team to create key promotional assets including TV adverts, a social media campaign, show car designs, race car designs and track activation assets.
During this time the team wanted to push the idea of a Duracell battery powering the F1 car. As a concept this had potential however due to the complex shape of the F1 car it was no easy task to simply place a battery onto the side of the car nor was it visually impactful.
From a Williams perspective I really wated to push this further and create a design that was crafted and integrated into the original livery, so I came up with the idea to cover the original red parts of the livery across the spine of the car with copper, I then implemented a battery cell graphic to sit on the front of the “roll hoop” giving the livery the contemporary look of a Duracell battery plugged into the top of the car.
I then worked with the commercial team to uplift the branding in key high exposed locations across the car such as the rear wing front facing.
In addition to the car, we also produced a set of limited-edition mechanic suites and helmets, these were worn strategically by the front and rear jack men in the pit box. We also designed and implemented battery graphics into the pit box so that when the car came into the pit you saw the car park over the battery as well as the key pit men jumping into action.
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Photography © Richard Pardon Photography
September 7, 2022
