CASE STUDY ↓
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Formula 1,
Enhanced motorsport broadcasting
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Web + iOS + Android + Smart TV
For the first time, F1 unlocked access to in-car camera feeds from every car on the grid, as well as the safety car, and pit lane. The ask? Offer an immersive, story-led race-day experience that placed viewers right in the heart of the action.
Revealing hidden broadcast potential.
To enhance the traditional broadcast experience, an exercise was conducted to review three key elements:
- The world feed, a single producer-curated stream experienced by every TV viewer
- Race commentary from Sky’s UK-based broadcast team
- Race data showing driver positions and timings
These sources were analysed to understand what was delivered during the broadcast and what was missing. From this analysis, key use cases were identified to develop meaningful second-screen features that would complement and enrich the main broadcast coverage.
Race action mapping exercise
Raw F1 data feed
Regional testing a proof of concept with 2000 participants
Following the broadcast analysis phase, I helped lead the direction and prototyping of the interaction model for a proof-of-concept, which was tested with a global audience of over 2,000 users. Initially designed as a tablet-only experience, the product aimed to enhance live race coverage by addressing four key use cases:
- Mirror – Sync with the main broadcast for a lean-back viewing experience
- Notification – Alert users to key moments happening elsewhere on the track
- Control – Allow users to explore and view any car or angle they choose
- Favourite – Notify users when their favourite drivers are in the thick of the action
User testing in the Ostmodern offices
F1TV — Designed and delivered
A key outcome of the enhanced broadcast platform initiative was the need to design and produce Formula 1’s first-ever direct-to-consumer video product, F1TV.
I collaborated closely with Wieden+Kennedy to define the digital design strategy following F1’s first major rebrand in over 20 years. While the new identity was originally developed with event and promotional use in mind, my role focused on overseeing the translation of that vision into a cohesive product design direction.
Working alongside W+K and F1’s internal broadcast graphics team, while overseeing Ostmodern's designers (including the uber-talented Gosia Zalot and Matt Jarvis), led to the delivery of a product experience that aligned with the new identity, complemented the live broadcast, and offered fans a rich, intuitive interface.
I collaborated closely with Wieden+Kennedy to define the digital design strategy following F1’s first major rebrand in over 20 years. While the new identity was originally developed with event and promotional use in mind, my role focused on overseeing the translation of that vision into a cohesive product design direction.
Working alongside W+K and F1’s internal broadcast graphics team, while overseeing Ostmodern's designers (including the uber-talented Gosia Zalot and Matt Jarvis), led to the delivery of a product experience that aligned with the new identity, complemented the live broadcast, and offered fans a rich, intuitive interface.
- Industry
- Sports broadcasting
- Platforms
- Responsive web
- iOS + Android app
- Smart TV
- My role
- Design direction
- Prototyping
- Digital branding
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Next Project
World Vision
(09—25)
For project enquiries, contact kitofpartsco@gmail.com