David Gibbs Senior Creative
Senior Creative & Art Director
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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.

Brief

Activate Vuse's partnership with McLaren for the Japanese Grand Prix.

Idea

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
AGENCY: The&Partnership
CREATIVE DIRECTOR: Johann Schwella / Jerome Gaslain
COPYWRITER: Niall Stephen
EDIT/MOTION GRAPHICS: Michael Dring / Jackie Chan
PRODUCTION: Killian Reimers / Abida Ramzan / Founder / Myles Desenberg

 
“We are really excited to bring Driven by Change to Japan for the 2024 iteration of the campaign alongside our partner Vuse. Now in its fourth year, we have seen the successes of the campaign in showcasing the incredible creativity of these talented and undiscovered artists for the world to see on our race cars.”
— Louise McEwen, Chief Marketing Officer, McLaren Racing
“We’re extremely proud to debut Driven by Change in Japan with the launch of another iconic bespoke livery. 2024 marks the fourth year that Vuse and McLaren are continuing to push boundaries and champion a new generation of creative talent - and MILTZ is just another example of that. With his passion for progressing past traditions with a modern flair, I can’t wait to see where he goes next.”
— Luca Angiolillo, Head of McLaren Partnership, BAT