LEGO — Formula 1 [Concept]
Role — Creative Director / Designer
Project — LEGO Tyres
What if LEGO became the official tyre supplier for Formula 1?
This partnership concept explores an ambitious expansion of the LEGO × Formula 1 relationship, reimagining how one of the world's largest producers of toy tyres could contribute to the future of motorsport.
Inspired by Formula 1's growing sustainability ambitions, I developed a speculative proposal to recycle LEGO tyres and rubber waste into full-size racing tyres. The concept brings together product innovation, sustainability and creative storytelling, supported by a bold visual identity and a proposed launch activation at the British Grand Prix.
An imaginative approach to challenging convention and exploring how two iconic brands could drive positive change in motorsport.
This partnership concept explores an ambitious expansion of the LEGO × Formula 1 relationship, reimagining how one of the world's largest producers of toy tyres could contribute to the future of motorsport.
Inspired by Formula 1's growing sustainability ambitions, I developed a speculative proposal to recycle LEGO tyres and rubber waste into full-size racing tyres. The concept brings together product innovation, sustainability and creative storytelling, supported by a bold visual identity and a proposed launch activation at the British Grand Prix.
An imaginative approach to challenging convention and exploring how two iconic brands could drive positive change in motorsport.
