ABOUT

Concept

Commissioned by McLaren Formula 1, this campaign was created to establish the team's principal driver imagery for the 2025 season across global marketing, partner, hospitality and branded communications.
 The imagery needed to capture the intensity and ambition of Formula 1 while presenting the drivers as confident and aspirational figures.


Execution

Working closely with McLaren's creative team, I developed and photographed a suite of hero portraits that balanced energy, personality. Through considered lighting, composition and direction, the imagery was designed to feel dynamic and modern while maintaining the clarity and refinement required for season long brand use.

Having worked with the drivers on previous campaigns, I was able to build on an established rapport to create authentic performances in front of camera. The resulting images combine strength, confidence and approachability while capturing the energy and intensity associated with Formula 1.
 A key creative challenge was translating the sensation of speed into a still image. Rather than relying on digital effects, the motion and blur seen throughout the hero campaign were created entirely in camera using shutter speed techniques, precision lighting and carefully controlled driver movement. Extensive testing during a dedicated pre light day allowed the visual treatment to be refined ahead of the shoot and ensured the final look was achieved on set.
 With only a short window between photography, vehicle livery release and team launch, the production was designed to capture as much of the final aesthetic in camera as possible. This approach enabled a fast turnaround while maintaining consistency across the full campaign.



Results

The final campaign delivered a comprehensive suite of hero imagery that became a key part of McLaren Formula 1's visual communications throughout the 2025 season.
 The photographs were deployed across a wide range of brand touchpoints, including hospitality environments, driver autograph cards and large scale outdoor advertising, most notably a full bus wrap campaign. The versatility of the imagery allowed it to perform consistently across both intimate fan engagement assets and high impact brand executions.