Abu Dhabi F1 Grand Prix (2025)
Brief
The Abu Dhabi Grand Prix is not just the finale of the Formula 1 season, it’s a spectacle, a destination, and a celebration of speed, innovation, and culture. Woodwork Amsterdam was tasked with bringing this energy to life through compelling visual identities and campaigns that would resonate with a global audience.
The brief was clear: capture the unique atmosphere of the Yas Marina Circuit, engage fans across multiple touchpoints, and elevate the event’s brand presence on the world stage.
Our Approach
Our goal was to translate the excitement and prestige of the Abu Dhabi Grand Prix into a dynamic, immersive brand experience. We began by developing signature visual languages for each year: in 2023, we introduced a vibrant, colorful pattern to convey the city’s energy and frame the Grand Prix as more than just a race, it's a true destination. In 2024, we explored the concept of duality, capturing the dramatic transformation of the event from day to night in a cinematic and visually striking way. In 2025 we took "All roads lead to Abu Dhabi" as the creative hook to convey speed and direction.
Throughout these campaigns, we produced comprehensive design and motion toolkits, including key visuals, fully animated trailers, 3D assets, wipes, closers, and openers, giving the client the flexibility to generate a wide range of content in-house. The campaigns extended beyond traditional media, incorporating narrowcasting toolkits to bring fans closer to the action with highlights and behind-the-scenes content. The signature design pattern and motifs were applied to race cars, public spaces, and digital platforms, creating consistent and recognizable touchpoints that enhanced visibility and engagement.
The Result
The campaigns significantly elevated the Abu Dhabi Grand Prix’s global brand presence, engaging audiences across multiple platforms and creating a sense of anticipation and excitement around the event. The integrated approach drove strong fan interaction, delivering memorable experiences both on-site and online.
Sponsor integrations were seamless and impactful, strengthening partnerships and maximizing visibility. Most importantly, both campaigns demonstrated creative excellence, setting a new benchmark in event branding through bold visual design, cinematic storytelling, and cohesive motion graphics.
Entertainment Kit
Motion System
