When the 2020 racing calendar was disrupted by Covid, we saw an opportunity to turn uncertainty into creative participation. Fans of Formula One are among the most knowledgeable and opinionated audiences in sport, deeply invested not just in teams and drivers, but in the design and character of the tracks themselves.
We led the creative concept of inviting fans to design the ideal F1 circuit, transforming social conversation into co-creation. Using Instagram Stories as a platform-native tool, aspiring track designers from around the world were invited to submit their own circuit designs, turning speculation and debate into tangible ideas.
To add credibility and cultural weight, Renault Sport drivers Esteban Ocon and Daniel Ricciardo selected a shortlist of standout designs, before handing the final decision back to the fan community to choose the winner.
The result was a campaign that celebrated fan expertise, elevated participation into authorship, and surfaced a new generation of talent, effectively uncovering the next Hermann Tilke.
