ABOUT

The Brief:
- For their yearly "TriYAS" triathlon, Abu Dhabi-based F1 race circuit Yas Marina Circuit wanted content to promote the event & sell tickets, with a focus on incentivising newcomers with the slogan of "If I can, anyone can" (the coverage we got one year would be used to promote the event the following year).

My Approach:
- I came up with a strategy focused on finding entrants with inspiring personal stories and creating content out of them, set against the backdrop of the race.

The Content:
- I found the story of "Team Angel Wolf"; a father and son racing team. And co-ordinated a video production team to cover their story alongside the rest of the race.
- We created a wide range of race content our of the footage, with the centrepiece being the Team Angel Wolf video.

Results:
- The video became a viral hit, scoring 1.4 million views on Facebook (previous YMC content had averaged around 50k views).
- The video created a buzz around the event and helped it to sell out.
- The campaign won a SPIA award for "Best Use of Social Media in Sport".