Creative Direction for Formula E Diriyah Season

Role: Creative Director Markets: Saudi Arabia Scope: On-ground activation, digital campaign, and live coverage

Led the creative direction for Formula E’s Diriyah season campaign — bridging on-ground energy with digital storytelling. Oversaw a cross-functional team delivering real-time event coverage, immersive visuals, and engaging content tailored to resonate with the Saudi audience.

Challenge: Creating real-time, high-quality content that reflects the dynamic energy of the event while aligning with the cultural tone of the Saudi market. The fast pace of the event left little room for delays or content misalignment.

Solution: Established a rapid-response creative workflow, with predefined templates and on-site editors ready to adapt content instantly. This ensured brand consistency and cultural relevance across all digital touchpoints — from social posts to live event visuals.