F1 Belgian Grand Prix 2024

Playing Connect 4 with lando

Every year, it’s the same old story: we feel like we have to climb Everest in flip-flops. A few months before the event, the tension rises. Then, we prepare the schedules, get familiar with the program, assign everyone their tasks, and doubt sets in, given the scale of the job. Then, the trucks arrive, the F1 city is built in the blink of an eye, and everyone switches into ‘machine mode’ for an intense week to cover the biggest sporting event in the Kingdom. For the agency, this mission is demanding in terms of coordination, artistic, and creative direction to capture every moment.

Artistic and creative direction:
just as last year, but even better.

Artistic and creative direction is at the heart of our approach. This is reflected in carefully crafted content with a strong artistic standpoint, capturing the action on the track, the excitement in the crowd, and the glamour of the paddocks.

The tone is sharp, with a touch of humor. And as always, people are at the center of our strategy.

Posting a lot to generate a FOMO feeling

Hundreds of pieces of content of all kinds were created during the week of the event. This abundance helps generate a sense of FOMO (Fear Of Missing Out), a subtle anxiety for those who couldn’t attend.

Photos in the style of Martin Parr for authenticity.

Martin Parr is arguably the ultimate photographer of authenticity. To showcase the fans in the most genuine way possible, we drew heavily on his distinctive style: flash photography in broad daylight, spontaneous, candid shots full of energy.

A ton of reels

When it came to Instagram reels, beyond focusing on quality, we set ourselves a challenge: to come up with a creative idea for each reel. We developed several strong concepts for this 2024 edition, including Power 4 interviews, the Spa Zap, and treasure hunts.

Playing Connect Four in the paddock

How about we play Connect 4 with the drivers?” A new fun concept developed for the Grand Prix. Several drivers joined in, including Lando Norris, whose video went viral, reaching 3 million views.

“Treasure Hunt”: first come, first served.

New concept: a treasure hunt around the circuit. We start by collecting drivers’ signatures on plexiglass, which we hide in different spots around the circuit. We drop a few clues along the way, and voilà!

Graphic System

We took the liberty of evolving the graphic system to highlight the key moments of the weekend. This new direction is inspired by vintage posters to align with the event’s baseline, “Roots of Racing.

TikTok on Point

The TikTok account is a blend of humor and irony, featuring mostly spontaneous content filmed almost entirely on phones, along with plenty of audience interaction.

We even created three TikTok filters to boost engagement.

The Artist’s Touch

Martin Saive’s artistic talent captured the key moments of the race with live sketches.

Fifteen of us, running around like mad, cameras in hand, phones buzzing, fingers flying. We handled the social media for the F1 Belgian Grand Prix—videos, photos, TikToks that made people laugh between the roar of engines. It wasn’t glamorous, but it was fast, dirty, and real. The race didn’t stop, and neither did we.

Location

Spa-Francorchamps

RACETRACK

Spa-Francorchamps

What we did

Videos
Photos
SOCIAL CONTENT

Platforms

Instagram
Facebook
Youtube
TikTok

Collaborators

Bastien Braconnier
Olivier Nadrin
Antoine Sedran
Romain Wilmet
Alixe Vuylsteke
Tom Van Muchelen
Matthias Krafft
Thomas Sedran
Fanny Cottin
Robin Nicolas
Margot Corman
Fabrice Koonen
Giulia Canis
Lucas Liesens