Challenge
Create a culturally relevant platform within Formula 1 that moves beyond traditional sponsorship, connecting with new audiences while delivering meaningful impact on a global stage.

Insight
Formula 1 offers global visibility, but access to that platform is limited. Giving underrepresented creatives the opportunity to showcase their work at this scale creates both cultural relevance and genuine impact.

Idea
“Driven By Change” - transforming Formula 1 into a canvas for creativity, inviting emerging artists to reinterpret the sport through both car liveries and immersive race-day installations.

Execution
Now in its fourth year, the initiative has delivered artist-led work across multiple races, from bespoke McLaren liveries to large-scale installations at race locations. Featuring creatives such as Rabab Tantawy, Anna Tangles, Nujood Al-Otaibi and MILTZ, the platform brings diverse artistic expression into the heart of Formula 1, amplified across race weekends, content and global media.

Result
Created a globally recognised platform championing underrepresented creatives

Delivered culturally impactful moments across both car design and live experiences

Established an ongoing, scalable initiative at the intersection of sport and creativity