The 'Legend Reborn' campaign was a collaboration between McLaren Racing and OKX, unveiled at the 2024 Singapore Grand Prix. As a hands-on creative director, I worked directly with our client and F1 partner from concept to execution, ensuring the campaign honored McLaren’s heritage while reinforcing OKX’s values of innovation, performance, and pushing boundaries.

The one-off MCL38 livery paid tribute to McLaren’s iconic MP4 era (1981-1996), blending classic design with the brand’s signature papaya color. It also honored 13 legendary drivers, including Ayrton Senna, Alain Prost, and Niki Lauda, with their names integrated into the cockpit area. The launch event featured McLaren CEO Zak Brown, drivers Lando Norris and Oscar Piastri, and the OKX team. Beyond a livery reveal, 'Legend Reborn' embodied OKX’s challenger mindset and deep connection to passionate communities, celebrating legacy while looking to the future—just as OKX pioneers Web3 innovation.

From concept to execution, I shaped the narrative, look, and feel of this fan-first activation, reinforcing OKX’s commitment to motorsport, storytelling, and innovation.