Design proposal for PEPSI’s special edition can for the Champions League final in Istanbul and the Women’s final in Eindhoven. This project was undertaken during my internship at Nomad Studio.

BRAKE BIAS

Campaign that tackles the issue of underrepresentation of black people in UK motorsport and provides strategic solutions that guarantee a cycle of investment in their future through education.

WHAT

“Brake Bias” is a Formula 1 term that determines how much braking force is sent to the front brakes and how much is goes to the rear brakes.

It is, however, read the same as “Break Bias” - To be willing to question ourselves and others, to speak up for change, to think differently, hire differently and promote differently.

And that is the exact goal of this campaign. With the support of Mission 44 and the Hamilton Commission, Brake Bias focuses on helping young people from under-represented backgrounds achieve their ambitions in wider society; and increasing diversity in motorsport, by improving educational opportunities and offering financial support.

But I’ll let Sir Lewis Hamilton, 7x F1 World Champion, do the talking. 

OUR MISSION

Our mission is to improve, support and empower the representation of Black People in UK motorsport by providing a multi-sensory collective of solutions and strategies that guarantee investment in their future through education, visibility and diversity.  Turning the feeling of protest and resistence into a cultivation of celebration and joy. Black Joy.

HOW - OUR PILLARS

CHANGE - We will encourage change by creating exposure and bring awareness upon this issue.

EMPOWERMENT - Brake Bias is creating merit-based scholarships that focus on increasing diverty. 

EDUCATION - We are building an academy that will offer students the tools and skills necessary to pursue careers in STEM.

 OPPORTUNITY - Brake Bias is bringing career events directly to students and creatings interest around STEM subjects.

HOW - EVENTS

This campaign is devided into 2 major events:

The youth event - Where we will be bringing interactive career events directly to schools and creating interest around the roles in F1 and the  STEM sector. 

The fundraiser event - Where we will be hosting an auction to help finance scholarships and the Brake Bias Academy, Ted Talks for sponsors and investors to learn about our cause and how they can help, and lots of other entertainment (including a performance by Love SSega and catering by Eat of Eden).

MEDIA - TEASER

Before the campaign would take place, we designed the Brake Bias helmet and used it as the teaser for our campaign- A way to make people engage with it before it had even started. A way to spark curiosity and create expectations- After that, we would launch the full video on our social media: “The future is in your hands” and finally introduce the campaign to the public.

MEDIA - INSTAGRAM

A project based on a unique exploration of the world around us, aiming to breathe new life into our urban surroundings. 

OSCAR

Oscar is a simple char

acter capable of making everyone fall in love with him at first glance. Funny, adorable and relatable, this creature is about to take over the World.

TOTE BAGS

DOORS

“Doors” is a publication that uses multiples and a clear grid to showcase the personality of the several doors around Notting Hill, UK in a playful.