Project Heartland
Project Heartland
Singapore Grand Prix
2022
Singapore Grand Prix
2022
Campaign Activation
Key Visual Design
Spatial Design
Key Visual Design
Spatial Design
Project Heartland is an activation in celebration of the exhilarating F1 race experience. The project involved collaboration with local illustrators and AR artists to come up with an experience that will excite and bring local communities together.
Project completed with OuterEdit
Project completed with OuterEdit
Passion Meets Innovation
Each mural represents contrasting traits integral to the success of F1, Passion and Innovation. Cool colours and geometric shapes embody the strategic and logical thinking that goes into engineering better and faster cars, while warm colours and organic, flowy shapes communicate the heartfelt, emotional resonance that drives the Passion for the sport.
Design Language
A cohesive look and feel was created for the overall activation that encapsulated the exciting nature of the integral trates that contribute to the success of F1 —Passion and Innovation.
Bringing Exhileration To The Singapore Heartlands
Adding another dimension to the activation experience, unique AR filters were created for the public to enjoy the physical artworks, and yet still share their experience with their community in a digitally forward way.
The assets created for the AR filter were a collaborative effort between the local artists HAFI & 8EyedSpud, and the participants from a ground-up conclusive local arts movement, ‘Superhero Me’. Over a creative workshop held earlier in the year, the artists and participants worked together to create visual assets that were to be incorporated into the AR filters that brought the murals to life on Instagram.
Projects
YEAR
PROJECT
CATEGORY
Graphic Design