Intel was looking for new creative support for premium content on social media promoting their partnership with McLaren F1 and Oscar Piastri on @intel Instagram and Tiktok.
event campaigns
SKILLS
creative direction
visual design
social media
culture-driver
pre-production
advertising
creative concepts
OUTPUT
briefing
creative treatment
social media ads
reels
production packs
influencer briefings
context
Intel USA was searching for the production of high quality, editorial social media posts for the Austin Grand Prix 2026.
project
As an agency Creative Director, I led the creative vision and treatment, creating x3 pre-GP race weekend content and the content throughout the race weekend featuring x3 influencers. The focus was to create collaboration content promoting Intel’s partnership with McLaren F1 through Oscar Piastri’s new helmet and the Austin 2026 Grand Prix. This included concepting, creative treatments for pre-production and creative, influencer and production briefings for the videographer and editor on the ground in Austin.
oscar piastri’s austin gp helmet
A 3 part episodic narrative that starts with a teaser for Oscar Piastri’s helmet as a premium, dynamic and stylish reel with an influencer showcasing the Intel partnership at the McLaren Technology Centre.
The narrative continued into a press junket in Austin, where the helmet is revealed and Oscar is interviewed by the same influencer about the helmet in another x2 reels.
6.1m+
Instagram views
(across x3 reels)
4.3m
TikTok views
(1 reel)
11.9k
TikTok likes
(1 reel)
austin grand prix weekend
A series of fun, dynamic videos, tailored to the influencers across the Austin Grand Price weekend. Elevated content, cinematic transitions, use of social media native trends, such as the disposable camera trend in the exclusive F1 Papaya Club, multi-cam set ups capturing the immersive, adrenaline fuelled race simulators and exclusive access to engineers in the paddock.
the intel mic
I created long-term ownable IP for Intel in the form of a microprocessor chip-style mic with a pop of the Intel electric blue brand colour in the fluffy wind muff for this weekend and future assets.
upcoming concepts
I also concepted for upcoming Intel x McLaren F1 partnership social media content for the NYC Intel Experience Centre and Sao Paolo GP.
During my time with Intel, I established ways to elevate social native trends with episodic, narrative-driven and cinematic direction. Considering the Austin F1 Grand Prix weekend in a 360 context, pre-event, race weekend and post-event, we created hype for F1 fans that resonated with the premium brand of Intel’s global Instagram and TikTok channels, with up to 4.3m views per reel.
reflections
I loved the opportunity to build this new relationship with Intel for their F1 partnership, elevating social media native trends, bringing cinematic transitions and premium narrative-driven creative to the brief. What could have been standard “come with me” reels turned into episodic, fun, social narratives and crafting ownable IP in the form of the Intel mic is a tangible asset that can continue into future content.