DRIVEN BY FORMULA 1
Formula 1, the sport captivating America with its breathtaking speeds of up to 300 km/h, has been a driving force behind many of my creative endeavors.
When my brother introduced our family to Formula 1 in 2021, I had no idea how profoundly it would shape my interests. Watching the unforgettable season finale in Abu Dhabi, I found myself completely hooked. Since then, Formula 1 has become a passion that fuels my curiosity and creativity.
This love for motorsport expanded as I explored its various forms. In 2022, I had the incredible opportunity to attend the IndyCar Detroit Grand Prix on Belle Isle, its final year before transitioning to the streets of Downtown Detroit. There, I met drivers like Pato O’Ward and engaged with the Arrow McLaren IndyCar team, gaining insights into the sport behind the scenes. I also experienced the magic of endurance racing by catching the final 12 hours of the 24 Hours of Le Mans, captivated by the spectacle and the lively commentary that carried the event through the night.
Motorsport, Formula 1 in particular, has profoundly inspired me, shaping not only my personal interests but also my creative projects. I immerse myself in every practice session, qualifying round, and race, relishing the high-speed action and the drama that unfolds off the track. This passion continues to fuel my creativity and enrich my life in countless ways.
Content Audit: Aston Martin F1 TikTok
For this project, I analyzed the Aston Martin Aramco Formula One Team's TikTok account to understand how they engage with fans and leverage TikTok’s informal, dynamic platform.
Using data directly from their account, I documented and categorized posts to identify patterns in communication and audience engagement. TikTok enables F1 to connect with demographics it might not typically reach, making it an essential tool for expanding the sport’s appeal.
This project combined my passion for F1 with my analytical skills, offering valuable insights into how effective content strategies foster connection and engagement in the digital age.
Governance Ref: Red Bull Racing Case Study
For this project, I developed governance recommendations to help Red Bull Racing (RBR) manage its content and media strategies during a messy scandal.
Using advice from Lisa Welchman, I focused on key processes like assigning clear roles for content approval, using test servers before going live, and setting standards for content updates. We looked into roles like press officers, PR managers, and communications executives who are essential in handling crises like this.
Researching governance was a challenge since I didn't have much experience in this area. I leaned on Formula 1 news sources and took inspiration from classmates’ projects to stay on track. In the end, I learned how solid content governance can make or break trust in high-pressure situations.
