Creative Direction & Design: Alex Roka
Copywriting: Andy Ogburn
Production: Kayla Dockery
Brand Management: Ryan Kitchens
In October of 2023, the world’s best drivers return to Circuit of the Americas in Austin for the premier Formula 1 race in North America.
This year, Formula 1 and COTA aimed to take full ownership of the American West and let their out-of-home marketing lean all the way into Texas at every hairpin turn. Our team had the honor of writing and designing advertising collateral throughout the city, inspired by a fusion of spaghetti western films and old Texas wanted posters. The portraits of riders and the unmistakable Formula 1 typeface give the designs a modern, can’t-miss-this-race feel.
With the sustained popularity of Formula 1 in the wake of Netflix’s Drive to Survive, this year’s campaign continues to introduce new fans to the teams and drivers of F1. With the faces of Max VerStappen and Sir Lewis Hamilton plastered across Austin, hopefully a new generation of fans is born.