The campaign crafts a visually arresting narrative that blends art, technology, and human performance. Inspired by the striking works of Ryoji Ikeda and James Turrell, the creative direction moves beyond traditional LED screens, introducing an immersive architectural environment that amplifies the team’s spirit.

From intimate driver portraits to architecturally formed stage design, the campaign captures the essence of Formula 1’s precision and passion. The launch film brings together the raw energy of Williams’ latest evolution, while sound design from Concrete Form ensures a visceral, high-impact experience.

By embracing its storied past while pushing towards an ambitious future, Williams Racing proves that legacy isn’t just about looking back, it’s about driving forward.

To celebrate Formula 1's 75th anniversary, a sold-out event was held at the O2 Arena, watched live by a global audience of over 7.5 million fans. Leading the creative direction and design for Williams' seven-minute segment, we collaborated closely with the shows director Brian Burke Creative. Together, we crafted a stage production that honoured the team's rich heritage before seamlessly transitioning into the modern era, bringing their visual identity to life across the massive 50 meter wide screens.