F1 Chinese New Year Animated Livery

For Chinese New Year 2022, we designed a dynamic and culturally inspired F1 car livery, incorporating elements of Chinese heritage and symbolism. The design prominently featured Zhou Guanyu, China’s first F1 driver, along with iconic motifs such as the Great Wall, a tiger (the Chinese zodiac animal for 2022), and a dragon. 

This visually striking design was not only a celebration of Chinese culture but also a powerful representation of F1’s global reach.

As hero content, the design was brought to life through premium dynamic animation and distributed across various social media channels. Additionally, the content was shared with third-party publishers, further amplifying its reach.

The campaign also played a role in F1’s corporate cultural marketing strategy, highlighting the integration of local cultural elements into a global sporting platform. The design’s innovative approach was recognised with a nomination for the 2022 The Drum Design Awards, reflecting its creative excellence and impact.

This cultural marketing initiative successfully drove high engagement across platforms, positioning F1 as not only a sport but a cultural bridge connecting audiences through shared values and artistic expression.