Japan Grand Prix

In Formula 1, driver helmets are no longer just race equipment. They're highly anticipated cultural touchpoints. For the 2025 Japan Grand Prix, we directed the end-to-end development, creation and launch of Lando Norris's race helmet, in collaboration with Liberty Walk, Liberty Walk Europe, The Performance Company, McLaren and Alpinestars. We led the creative and art direction from the initial design concept through to a multi-channel, multi-partner campaign rollout. Our approach saw Formula 1 collide with Japan's homegrown underground car culture. We brought in anime and manga artists FLUID to translate a stylised comic-strip cityscape across both Lando's race-day helmet and his driver boots. The result left a global, culturally driven mark on the grid, bridging modern Formula 1 and JDM.