Taking over the Abu Dhabi Grand Prix

Vuse-McLaren F1

Festival activations, sports sponsorship comms strategy, collaboration management and launch events

Three years. Three seasons. A brand platform built at the intersection of F1 and a nation of creators, bringing together two technology-powered but uniquely independent brands.

A woman stands on a stage in front of a Formula 1 race car, gesturing with her arms. The car is black and gold with various sponsor logos, and there are large screens behind her displaying the logos of McLaren, Vuse, and other sponsors.

Client
Vuse x McLaren F1

Market
MENA+, Global

Scope
Brand platform strategy, campaign concept, event production, studio design and build, broadcast content, livery reveal, talent and artist management, influencer programming, hospitality and partnership integration

A man standing next to a yellow Formula 1 race car at an event, with a large screen behind him displaying the text "Designed by Anna Tangles" and the McLaren logo.
Three people on stage during a presentation or event with a large screen behind them. The woman in orange is speaking into a microphone. The man in the middle is also holding a microphone, and the man on the left is standing with his hands clasped. Audience members are visible, some taking photos.
A stage set for a tech or video game event with large geometric screens displaying colorful graphics and text, including 'METRO' and slogans like 'We Are Strong' and 'We Start'. There are multiple people and camera operators preparing equipment in a dimly lit room with neon lighting accents.
Two professional cameras on tripods are set up to film a scene with a futuristic yellow and orange geometric backdrop, featuring creative lighting and a small shelf with a fantasy-themed globe, dice, and a clapboard.
Two people, a woman and a man, smiling and posing together inside a colorful artsy photo booth or exhibit with graffiti-style murals in the background.
A blue motorcycle helmet with colorful eye patterns and floral designs, displayed on a black stand with orange LED lighting accents.

Make Vuse's McLaren partnership mean something beyond a logo on a car. Use the Abu Dhabi Grand Prix as the annual anchor but build a platform with year-round relevance. Connect Vuse to the creative energy of the UAE, not just the sport, and reach an audience far beyond the trackside few.

CONTINUITY
BRIEF

The Creative State — a platform positioning Vuse at the intersection of F1 precision and UAE creative culture. A nation of creators who express themselves through lifestyle, art, music, and sport. Year one launched the platform at Abu Dhabi F1 with an activation that pioneered this creative state, regional creative voices alongside McLaren energy, reaching 27 million people. 

INSIGHTS & APPROACH

27 million people reached from the launch alone. Historic artist livery takeovers covered globally. A Vuse brand presence that transcended sponsorship and became a genuine cultural story about creativity, speed, and a region finding its voice. Three seasons of proof that the Creative State was real.

Year two went deeper with a broadcast studio built during pandemic restrictions, direct behind-the-scenes McLaren access, the Creative State going online and global. Year three was the biggest swing, The Fast Life as a comms campaign expression of the platform, and the historic livery takeover. Artists sponsored by Vuse given the McLaren car as their canvas. Anna Tangles among them. Driven by Change. A star-studded reveal by the track and waterfront. Three years. One idea that kept getting sharper.

EXECUTION & IMPACT

The fuel behind the success.