One product line, three worlds — built to speak to every kind of racer
The challenge
Initium, Asetek Racing’s entry product line, was entering a mass market crowded with cheaper alternatives. It had to convince very different audiences — from F1 fans to gamers to home-rig builders — that it was worth the premium, while carrying the new visual identity we’d developed for Asetek Racing in an earlier project.
The solution
We took the same core products and placed them in three distinct worlds — F1, gaming and garage — each styled to speak directly to what that audience already loves, while staying true to one shared campaign. Creatives were tailored to different stages of the funnel and built for Meta and YouTube, letting every segment see themselves in the campaign without splitting the brand into three different stories.
