Formula 1

2023–Present

Salesforce

As an official sponsor of Formula 1 and the McLaren F1 team, Salesforce has a unique opportunity to showcase its brand and demonstrate how the #1 AI CRM drives success and fan engagement for one of the world's most technologically advanced sports. I led two key initiatives to amplify our brand presence and highlight our customer success stories.

McLaren Driver Shoot

We leveraged McLaren drivers Lando Norris and Oscar Piastri as influencers to create exclusive, social-first video content. This strategic approach humanized the Salesforce brand by connecting it with popular F1 personalities, showcasing Salesforce's impact on McLaren's fan engagement.

My role encompassed the entire creative process, from conceptualization to execution. I conducted the interviews, directed the filming, crafted the copy, and provided overall creative direction. The resulting content was designed to engage F1 fans while subtly educating them about Salesforce's role in McLaren's success.

Interview and Filming: Kyle Legg
Social Copy and Creative Direction: Kyle Legg
Video Editing and Motion Graphics: Jude Dacula
Social Strategy: Ashlyn Remillard

@salesforce Fast cars, faster answers! As they race towards the #LasVegasGP, we caught up with @mclaren drivers @landonorris and @oscarpastry to ask your questions. #F1FanFuel #F1 #LN4 #LandoNorris #OscarPiastri #McLarenF1 #Formula1 #Salesforce ♬ original sound - Salesforce
@salesforce Got a minute? So does @McLaren’s @Lando Norris! We asked him your questions ahead of the #LasVegasGP. Spoiler alert: He's not worried about AI stealing his seat. 😏 #F1FanFuel #Formula1 #LandoNorris #LN4 #McLaren #Salesforce #F1 ♬ original sound - Salesforce
@salesforce Pit stop for some fast facts! McLaren's @oscarpiastri took a minute to zip through questions from our Trailblazers. He may be missing the Aussie sun at the chilly #LasVegasGP, but he's ready to turn up the heat on the track! #F1FanFuel #Formula1 #F1 #OscarPiastri #Salesforce ♬ original sound - Salesforce

Las Vegas Grand Prix

To celebrate the inaugural Las Vegas Grand Prix, I developed a multi-faceted social media campaign to engage with the #LasVegasGP conversation and showcase F1 and McLaren's success with Salesforce.

The campaign centered around an on-demand social media giveaway partnership with Fooji. I created a comprehensive social media plan across core platforms, including social-first video from our McLaren driver shoot, animated reaction GIFs, and educational content on Salesforce's F1 impact.

The campaign achieved a 3.3% average engagement rate, significantly above industry benchmarks, successfully blending F1 fan engagement with Salesforce customer education.

Social Copy, Creative Direction, and Strategy: Kyle Legg
Motion Graphics: Yotam Gilad