One product line, three worlds — built to speak to every kind of racer
The challenge
Initium was created to bring Asetek Racing to a wider audience. But it was entering a market full of cheaper alternatives, so it still had to show why Asetek was worth choosing — carried by the new visual identity we’d developed for Asetek Racing in an earlier project. The challenge was to speak to three very different audiences, from F1 fans and gamers to home-rig builders, within one consistent campaign.
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.
