Formula 1 is all precision and seriousness, so we did the opposite at home. Alex gets the full race engineer treatment, with performance led direction and a calm voice in his ear, but the decisions he's making are deliberately small and human. Which option, A, B or C? Sometimes the answer is to go and recharge, surrounded by kittens.

Quadrant was rebranding for a younger, more rebellious audience, so the film couldn't look like a polished motorsport ad. We pulled Lando out of the paddock and into a world that feels closer to the people the brand is talking to: late nights, street level, a bit of smoke and attitude. Make Your Mark became a dare rather than a slogan. Elevated enough to carry a campaign, loose enough to feel like it belongs to the culture, not the corporate side of racing.

Contained by design. We kept the shoot tight and framed it specifically for social, so every composition works across formats while still feeling cinematic. Race engineer style VO, controlled visuals and on screen graphics carry the tone shift from high performance focus to light, human moments. We ran everything, then took the film through edit, graphics and sound design.

Over 1.2 million views on Alex Albon’s Instagram. The brand sits inside the story rather than on top of it, and the audience came for Alex and stayed for the cats.