Vuse x McLaren F1 - Driven By Change
Vuse is sponsoring the McLaren F1 team and owns the rights, each season to have a car livery. Vuse is using this space on the car to champion incredible underrepresented artists. This year, we found Miltz, a Japanese calligraphy artist mastering the art of 17th-century edomoji.
We gave him the F1 car as a canvas, to tell his story, how he overcame the social pressures in traditional Japan and progressed from the past to create something new.
This takeover on the World's largest stage, the Japanese Grand Prix, set fan’s hearts racing and started an open discussion over the perception of tradition in modern Japan.
Vuse X McLaren F1 - Driven By Change
Vuse is sponsoring the McLaren F1 team and owns the rights, each season, to have a car livery. Vuse is using this space
on the car to champion incredible underrepresented artists. This year, we found Miltz, a Japanese calligraphy artist mastering
the art of 17th-century edomoji.
We gave him the F1 car as a canvas, to tell his story, how he overcame the social pressures in traditional Japan
and progressed from the past to create something new.
This takeover on the World's largest stage, the Japanese Grand Prix, set fans’ hearts racing and started an open discussion
over the perception of tradition in modern Japan.
ROLE: ART DIRECTOR
