mobil 1 motorsports platform

THE CHALLENGE

Mobil 1 needed to stand out in a crowded motorsports sponsorship landscape and show how integral the brand is to its partners, from elite racing teams to everyday drivers.

THE STRATEGIC MOVE

Reposition Mobil 1 from visible motorsport sponsor to integral performance partner, more than a logo.

THE WORK

I developed the strategy around the guiding principle of “more than a logo”. Mobil 1’s role in motorsport is not passive sponsorship; it plays an active role in helping partners perform and move better.

The strategic platform connected track performance to road relevance. Whether supporting Max Verstappen or an everyday driver, the brand’s expertise in movement, performance and protection could ladder back to consumer product value.

This thinking helped the creative team develop “Poetry of Motion”, a global platform celebrating Mobil 1’s philosophy of helping people move better and the love of movement itself. The platform shaped a global launch film and subsequent assets across key motorsports partnerships including F1, NASCAR, MotoGP and Le Mans.

THE OUTPUT

Created a global brand platform and strategic system for Mobil 1’s motorsports partnership communications.

THE ROLE I PLAYED

Led the strategy, creative brief and comms planning for the platform and asset development, while playing a key role in global and local stakeholder sell-in presentations.