Pepperstone & Aston Martin Aramco Formula One Team
To support the launch of Pepperstone’s partnership announcement with Aston Martin Aramco Formula One Team (AMF1) I led the creative direction for the global campaign launch. This included digital, print and OOH, as well as activations for client experience and hospitality suites at the Melbourne and Singapore GPs.
The campaign consisted of a Phase 1 launch which introduced the partnership under the shared philosophy of “A Relentless Pursuit for Better”, aligning Pepperstone’s trading ethos with AMF1's pursuit of excellence on the track.
A Phase 2 update extended the “Betterment” narrative deeper into the trader’s world, further drawing parallels between trading and Formula 1 to reinforce the brand promise of “Where Better Trades”.
Client
Pepperstone
DELIVERABLES
Creative direction
Visual strategy
Programmatic Display
Social
OOH
Video
Activation
Year
2025
Role
Creative lead
Phase 1 Campaign – January 2025:
An awareness campaign to announce the partnership was launched in January and posed a significant creative challenge due to the absence of assets available from AMF1. As the 2025 race car was not scheduled for reveal until late February we had no access to official imagery, footage or livery designs from AMF1. This meant I had to come up with a creative solution that relied on a silhouetted car, leveraging 3D renders and stock footage to support the announcement. The campaign creative was rolled out globally and localised into 10 languages across Pepperstone's 8 financial licenses. Deliverables included website landing pages, EDMs, programatic display banners, social, print, OOH and activation.
To create a symbolic way of visualising the partnership and blending the worlds of Formula 1 and online trading I created the “CandleFlag” pattern that morphed the candle stick of a trading chart into the checkered racing flag. This became a recurring motif carried across all aspects of the campaign.
Brand Activation: To further drive awareness of the partnership and coincide with the 2025 Melbourne Grand Prix, an AMF1 simulator was set up in a high traffic office area in the Melbourne CBD. I worked with the Australian marketing manager and sponsorhip co-ordinator to design the branded visuals for the experience. The state-of-the-art F1 simulator experience gave people a taste of the speed, precision and adrenaline needed in the world of high-performance racing
The Podium Club By Pepperstone, Melbourne GP – March 2025
The Podium Club by Pepperstone was an exclusive hospitality experience created to celebrate Pepperstone’s global partnership with the Aston Martin Aramco Formula One Team. It debuted at the Formula 1 Australian Grand Prix in March 2025, offering guests a premium trackside environment at Albert Park and reinforcing Pepperstone’s brand positioning—“Where Better Trades”—in a high-performance setting. Collaborating with an external agency, I designed the suite's branded surfaces, carrying across the established graphics for consistency.
Phase 2 Campaign – April 2025
As part of the Phase 2 campaign refresh, all creative assets were refreshed to utilise the offical AMF1 2025 assets of the Fernando Alonso, Lance Stroll and the AMR25 race car. I created the new campaign key visuals, keeping the blue candle flag pattern to retain consistency with Phase 1, further building upon the awareness and recogninition we had already built in market.
The Podium Club By Pepperstone, Singapore GP – October 2025
Building upon the success of The Podium Club by Pepperstone at the Melbourne Grand Prix earlier in the year, the premium hospitality activation was brought to the Singapore Grand Prix in October to elevate the brand’s presence during one of the most iconic races on the Formula 1 calendar. The suite hosted up to 80 guests per day, with a total of 240 attendees across the event. Overlooking the pit lane entry, the space was meticulously customised to reflect Pepperstone’s partnership with the Aston Martin Aramco Formula One Team. Working with the sponsorship coordinator, I led the design of the suite’s experience from devising the floor plan, furniture selection, lighting concepts and designing the branded surfaces to provide Pepperstone clients with an unforgettable premium experience.
"We pushed the standard of our major events further than ever before — delivering what truly represents the Pepperstone standard of premium, well-polished, and thoughtfully designed customer experience. An event that didn’t just impress, but genuinely elevated the way our clients feel about Pepperstone."
Chul Lim, Head of APAC
