THE BRIEF.

Formula E challenged us to shift its perception from niche motorsport to mainstream cultural player. The goal: reintroduce the brand to lifestyle and youth audiences, generate media buzz outside traditional sport coverage, and reignite interest from previously disengaged outlets like the BBC, all with no paid media spend.

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THE IDEA.

The Evo Sessions campaign, which  embedded 11 global celebrities, including Brooklyn Peltz Beckham, Sergio Agüero, and Tom Felton, into elite race teams for six weeks of immersive training. From simulator sessions to high-speed track time, this wasn’t a gimmick , it was a cultural crossover. We shaped PR-first stories with editorial appeal, capitalising on trending moments like the football transfer window and creating earned media exclusives with outlets including the BBC.

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THE APPROACH.

The campaign generated over 2.1K global articles, 27.5M editorial impressions, and 283M video views, matching a  traditional race weekend. 150+ UK media hits spanned across titles such as  Esquire, Men’s Health, The Sunday Times and more. Formula E gained a younger, lifestyle-savvy audiences and cultural credibility. Without paid media, Evo Sessions became a standout moment  and the blueprint for what comes next.