New season, new energy. The Season 11 ticketing assets were built for performance - designed to be fast, flexible, and focused on conversion. This wasn’t about a design system; it was about creating bold, compelling ads that sell the excitement of Formula E as the must-see event.
The goal was to bring a flavour of the amazing locations we race into the campaign, amplifying any given messaging and being unmistakably Formula E.
Extruding the brand's locality icons made for a great background for our messaging. Subtly bringing a sense of the location while working as a backdrop to the key messaging and high impact racing shots.
It was important that the campaign toolkit was flexible so that it could be adapted to be suitable in its context, developed primarily for social and digital.
The assets also needed to sell the full event experience - not just the race. To support this, we introduced a new campaign arm that prioritised artist and activation photography, using subtler 3D iconography to maintain brand identity while broadening appeal.
