Formula 1 branded content (w/ Max Verstappen)

Client:

Formula 1

The Challenge:

Formula 1 wanted to create digital comedic content for their various sponsors, featuring some of their most popular drivers.

My Thinking:

I pitched and wrote a concept about world-champion driver Max Verstappen going to work at the corporate offices for his sponsors. The idea was to use deadpan humor and have him interact with regular people who worked in the office, similar to the old This is SportsCenter ads and the TV show The Office. Despite the corporate guardrails (legal had to sign off on everything, even the improv), the result was incredibly well received. The key was leaning in to Max’s specific voice and essence, and not trying to make him do more than just be himself—but in a goofy environment.