A global storytelling platform connecting AlphaTauri with athletes, creators, and people driven by movement, ambition, and performance.
Role: Concept development, storytelling framework, creative direction, visual direction, production direction, rollout concept.
Scope: Global content platform, athlete and creator storytelling, editorial campaign structure, photo and film production, digital and social rollout, brand partnership storytelling.
Case description: Driven By was developed as an ongoing storytelling platform for AlphaTauri, built around athletes, creators, and personalities whose work and mindset reflected the brand’s values. Rather than creating isolated campaign moments, the platform gave AlphaTauri a repeatable format for telling human stories. Each story had its own character, but the platform created a consistent structure across image, film, interview, and social rollout.
Selected contributions
- Developed the creative platform and storytelling framework.
- Shaped the narrative direction for selected athletes and creators.
- Directed the visual approach across photography, film, and social assets.
- Supported production planning, creative briefing, and execution.
- Created a repeatable content structure for future stories.
Value: A flexible storytelling platform that allowed AlphaTauri to connect product, people, and brand values through authentic personal stories.
Selected Athletes: Max Verstappen, Danny León, Tom Bridge, Lasse Walker, Šime & Mihovil Fantela, Laura Coviella, Evie Richards, Jiro Platt, Andreas Wellinger, Jesse Augustinus, Nyck de Vries, Anri Kawamura, Ryoyu Kobayashi, Kotaro Tokuda, Jason Paul, Leon Vockensperger, Hazal Nehir, Sina Maria, Tiromana Tupea, Yuki Tsunoda, Checo Perez, Joel Schwärzler, Vicky Gomez, Andrew Cotton.
Selected work
