Driven By

A storytelling platform celebrating purpose, performance, and human drive.

CHALLENGE: AlphaTauri sought to strengthen its connection to the broader Red Bull ecosystem, linking its fashion identity with the energy of sport, culture, and human performance. The task was to create an ongoing brand platform that authentically unites functional fashion with the spirit of drive and purpose.

IDEA: We developed DRIVEN BY: a narrative concept built around individuals who embody the AlphaTauri mindset, those who pursue excellence and live with intent. The platform connects the brand’s promise of functional fashion with the stories of Red Bull athletes and creators around the world, showing how style and performance coexist.

ROLE: Led the strategic and creative development of the concept in close collaboration with the Head of Product and Creative Strategist. Defined the campaign narrative, visual direction, and rollout strategy. Directed productions and content creation across multiple ambassador collaborations.

OUTCOME: Launched in early 2023 with Formula One® drivers Yuki Tsunoda and Nyck de Vries, DRIVEN BY has since evolved into a global storytelling platform connecting AlphaTauri with diverse creative and athletic talent. It strengthened the brand’s cultural presence and established a flexible foundation for future collaborations.

The Iconic Parka

with Red Bull Athletes. Mogul Skier Anri Kawamura, Ski Jumper Ryoyu Kobayashi and Freestyle Soccer Player Kotaro Tokuda. Shot in September 2023 at Nakano City, Tokyo.

AlphaTauri SS24 Collection
Photographer: Elisa Carnicer
DOP: Julian Lengfelder

Spring-summer ’24 Key Looks

with Red Bull Athletes. MTB world champion Evie Richards, Ultrarunner Tom Evans and Kitesurfer Tom Bridge. Shot in October 2023 in Ibiza, Spain.

AlphaTauri SS24 Collection
Photographer: Elisa Carnicer
DOP: Julian Lengfelder

Heatable Capsule Collection 3.0

with Red Bull Athletes. Mogul Skier Anri Kawamura, Ski Jumper Ryoyu Kobayashi and Freestyle Soccer Player Kotaro Tokuda. Shot in September 2023 at Nakano City, Tokyo.

AlphaTauri AW23 Collection
Photographer: Elisa Carnicer
DOP: Julian Lengfelder

Flexible movement with 3D Knit

with Red Bull Athletes. Freerunners Jason Paul and Hazal Nehir, Breakdancers Sina Maria and Tiromana Tupea. Shot in June 2023 at the AlphaTauri showroom in Salzburg, Austria.

AlphaTauri AW23 Collection
Photographer: Elisa Carnicer
DOP: Julian Lengfelder

Soaking up Miami Sun in Summer Looks

With F1® drivers Yuki Tsunoda and Nyck de Vries.
Shot in May 2023 at South Beach, Miami.

AlphaTauri SS23 Collection
Photographer: Elisa Carnicer
DOP: Julian Lengfelder

Performance Knit and Knitwear

with F1® drivers Max Verstappen and Checo Perez. Shot in March 2023 at the Ritz-Carlton in Bahrain.

AlphaTauri SS23 Collection
Photographer: Elisa Carnicer
DOP: Julian Lengfelder

Taurobran® Technology

Waterproof, breathable, soft. With F1® drivers Yuki Tsunoda and Nyck de Vries. Shot in January 2023 on a high-rise in the middle of Manhattan, New York.