Velo x Mclaren
Velo x Mclaren
Live your fandom
Concept & Collaboration
THE FAN LIVERY Campaign
Tasked with taking the Live Your Fandom platform and turning it into a campaign that genuinely brought fans closer to the team. The goal was to create something interactive that channelled fan energy back to McLaren and gave the drivers a boost in the same way footballers are lifted by the 12th man, making support feel visible, collective, and impactful during the biggest moments of the season.
the livery
We created the friendship Bracelet and a ribbon inspired livery concept built from fan stories, symbols, and defining moments from their connection with McLaren. Using vibrant colours drawn from VELO and the McLaren palette, the design became a bold visual expression of fandom, not just on social, but on the car itself. The final livery went on to feature on the World Constructors’ and Drivers’ Championship winning cars, seen by audiences worldwide.
the fan workshops
We searched globally across fan groups and communities, selecting key representatives from around the world and inviting them to the McLaren Technology Centre. The visit was framed as a creative workshop with the team, before surprising them with appearances from Zak Brown and Lando Norris. That’s when we revealed the real purpose, they weren’t just visiting, they were co-creating an official livery for the season finale, and they would be flown to Abu Dhabi to see it revealed.
THe livery reveal
The final reveal was filmed at the Abu Dhabi Grand Prix alongside the fans who helped create it, bringing the campaign full circle and turning their contribution into a moment they could experience first-hand, on the sport’s biggest stage.