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At the start of the pandemic, live racing was brought to a halt, leaving fans without the excitement and connection they were used to. I was tasked with finding a creative way to maintain engagement and fill the void left by cancelled events. The goal was to keep the racing spirit alive and continue delivering meaningful content to fans at a time when the sport was on pause.
I developed the concept for a fully animated race that could be shared online, capturing the thrill of real competition in a new and engaging way. When I pitched the idea, WHR loved it so much that they brought in professional race commentators to provide live style commentary for the animation. To ensure a smooth and efficient production process, I used expression controllers to make the animation more fluid and quicker to adapt for future races. The success of the first race led to the creation of the Melbourne Cup animation and many other projects for WHR, including rebranding their social media channels and producing motion, digital and print graphics.
The animated race campaign achieved outstanding engagement, reconnecting fans with the excitement of racing during a time of global uncertainty. It became a standout example of how creativity and technology can sustain fan interest even without live events. The success strengthened WHR’s online presence, expanded their audience, and established an ongoing collaboration that extended into future campaigns and brand development.
