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02 - Formula - E Pepsi Project
02 - Formula-E Alibaba Project

Formula-E’s ambition is to become a world leading entertainment brand, with urban electric motor racing at its heart and is driven by a constant desire to challenge conventional thinking. The Formula E Championship is redefining motorsport and centres around three core values of Energy, Environment and Entertainment and is a fusion of engineering, technology, sport, science, design, music and entertainment – all combining to drive the change towards an electric and sustainable future.


In order to succeed in their vision, Formula-E need to sell in their vision to partner brands and engage with customers in an entertaining and meaningful way. Our role was to both assist Formula-E to sell in their vision to global brands in way that was relevant to the brand based upon our strategic knowledge of the brand, the sector and the brand’s audience. We provided conceptual, creative and strategic consultancy support for a number of partnership opportunities that the Formula-E team needed support.


We also designed, developed and delivered the Formula E Village for the 2016 London E-Prix and are Formula E’s experiential agency of record.

Role and responsibilities: Strategy; Concepts; Personas; Design Direction

GMR Marketing 2016

Example One:  Concepts and creative to show Pepsi how their partnership with the Formula-E Village could come to life at the London E-Prix, online, in store and on pack.

Example Two:  Concepts and creative to show Alibaba how their title sponsorship of Formula-E could be developed to meet their communication and brand goals.

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