From 2008 to 2018, we consistently delivered award-winning design work to the McLaren F1 team. Our shared commitment to excellence set the foundation for a lasting partnership where only the highest standards were accepted.
As passionate F1 fans, we were thrilled when McLaren knocked on our door. For us, as a young design studio, it was a once-in-a-lifetime opportunity to deliver standout work that would help propel our business forward.
From day one, our alignment with the McLaren F1 team was seamless. We worked hand in hand, driven by a shared objective: to create digital experiences with the same level of innovation and excellence that McLaren pours into their racing prototypes.
In 1964, Bruce McLaren designed the first-ever McLaren race car, the McLaren M1A. From its inception, the car was conceived as a work-in-progress prototype. For the next 60 years, McLaren engineers have relentlessly refined and evolved that original prototype, season after season, striving for perfection rather than redesigning it from scratch.
From day one, we embraced this philosophy, which resonated perfectly with our own approach to the design of
digital products. We adopted the same mindset when designing the McLaren F1 website.
Over the next decade, we continuously evolved the original website prototype—enhancing the user experience and integrating innovative functionalities. This iterative approach helped transform the project into one of the most awarded corporate sites of its time.
One of the key challenges that the client posed us during the initial phase of our collaboration was to win McLaren new fans and bring their existing fanbase closer to the team.
We knew that fans watch F1 on TV. But what they can't see is what goes on behind the scenes and what's important to the teams right now. So why not let's bring them closer to the team by making that visible?
Designed to accompany and augment the live TV broadcast, the heart of the first year site was The Race 1.0b. A software app, live only when the car is on the track, delivering real-time updates and raw data from the car, the drivers and the pit. Totally unique to McLaren, an exciting new addition for all fans of F1, and a platform upon which McLaren could build.
The resulting project was awarded at OneShow, D&AD and Cannes.
Creative Direction
Eduardo de Felipe
Andy Sandoz
Design Direction
David Boleas
Kristian Saliba
Project Management
Eamon Wyse
Josh Tenser
Technical Direction
Adrian Rowbotham
Technical Development
Kenneth Kufluk
Alex Gemmell
Art Direction & Copy
Fabian Braun
Simon Bird
Content Strategist
Nathaniel Hill
Photography
Darren Heath