

Abu Dhabi Autonomous
Racing League (A2RL)
Showcasing the Thrill of Autonomous Racing and Innovation
on a Global Stage
Client
A2RL, ATRC (Govt. Abu Dhabi)
Category
Brand Assets
Type of Work
Art Direction
Graphic Design
Production
Post Production
Video Editing
A2RL > CAMPAIGN 01
RACING INTO THE FUTURE
A2RL at Gitex Global 2024
A2RL CGI Stunt
For Gitex Global 2024, we created a visually captivating CGI stunt to promote A2RL Season 2. The narrative begins with a close-up of a driverless A2RL car, capturing the audience's attention. As the camera pulls back, it reveals the iconic Museum of the Future, where a race track winds its way up the building, showcasing the A2RL car speeding along its heights. This dynamic blend of cutting-edge technology and Dubai's futuristic skyline became a standout highlight of the event. The campaign resonated widely, amassing over 8 million views on social media. My role as Art Director involved guiding the CGI team to seamlessly adapt the A2RL car into this ambitious vision and ensuring a polished, impactful final product.
8 Million
views on
social media





TII > CAMPAIGN 02
A2RL Drone Challenge
Phase 01: Igniting Global Excitement and Participation
in the Ultimate Drone Racing Even
Objective
To build global awareness and drive participation for the A2RL Drone Challenge by targeting a diverse audience, including high school students and drone enthusiasts. The campaign aims to position the challenge as a leading event in autonomous drone racing, emphasizing innovation, excitement, and substantial incentives, such as the $1 million prize, to generate significant engagement and attract top talent worldwide.
Creative Concept
The campaign followed a phased content strategy, mapping communication objectives from awareness to engagement. The creative approach focused on dynamic storytelling to highlight the excitement, incentives, and innovation behind the challenge. Created engaging content to drive awareness and participation, including storytelling around the registration process, highlighting incentives like the $1 million prize, and showcasing the value of competing in the A2RL Drone Challenge.








TII > CAMPAIGN 03
Impact Beyond the Track
Circuit Community: Stories of Innovation, Collaboration, and Vision from the Minds Behind A2RL
Objective
To humanize the A2RL brand by showcasing the experiences, insights, and stories of its diverse team members, from the CEO to engineers. This campaign aims to build a deeper connection with the audience by offering an authentic, behind-the-scenes look at the challenges and triumphs of autonomous racing. By sharing these personal narratives, A2RL positions itself as a leader in innovation and collaboration while fostering trust and excitement for its groundbreaking work.
Creative Concept
The campaign focuses on storytelling through a series of interview videos, highlighting the unique perspectives of A2RL team members. Each video features an individual’s journey, key insights into the evolution of autonomous racing, and the shared vision for the future. The design concept is clean and professional, incorporating dynamic visuals of team members at work and on the track, paired with key soundbites and captions that reflect the campaign’s aspirational tone. This approach emphasizes the collective effort and impact of A2RL beyond just racing, reinforcing the tagline "Impact Beyond the Track.

