Despite its global popularity, Formula 1 had yet to capture the U.S. audience on a large scale. Unlike other motorsports, Formula 1 is defined by its international reach, luxury branding, and celebrity-driven appeal.

I developed the creative concept for the 2016–17 Formula 1 on NBC marketing campaign, which centered on editorial design and aspirational, high-end lifestyles. I created early style frames exploring color palette, typography, and animation direction. Our design team translated this aesthetic into the final graphics package, including on-air commercials and social media assets. This work established a visual tone that reflected the sport’s elegance while appealing to new American fans.

Created at NBC Sports

Role: Art Direction
Designers: Josh Eriksen, Misha Polonsky, Anthony Siguil