MCLAREN SHADOW PROJECT

The Brief.

McLaren were looking attract a new generation via the most ambitious racing esports competition ever undertaken. We created a cohesive tournament across five different racing titles on four platforms that pushed the boundary of an esports broadcast.

The Execution.

With 500,000 entrants across 35 countries, the McLaren Shadow Finals embodied competitive entertainment, featuring drivers’ unique stories alongside their race performance. Gaming talent Alex ‘Goldenboy’ Mendez and BlackPanthaa were brought in to attract even more eyeballs to the event.