Driven By Change
Vuse is using its McLaren F1 team sponsorship space on the car to champion incredible underrepresented artists. We found Miltz, a Japanese calligraphy artist, mastering the art of 17th-century edomoji.
We gave him the F1 car as a canvas to tell his story, how he overcame the social pressures in traditional Japan and progressed from the past to create something new.
This takeover at the Japanese Grand Prix started an open discussion over the perception of tradition in modern Japan.
Role: Lead creative team & art director
One
artist
One pretty
quick car
One Story
Miltz, a Japanese artist who drew inspiration from 17th-century Edo Moji Calligraphy, gave him McLaren F1’s most modern canvas.
A collaboration designed to prove that the progression of the past isn’t just important, but necessary to keep traditions alive.
One vision
53 individual pieces
of content
We created a suite of assets that covered Miltz’s artistic background, his inspiration for the piece, his reaction to seeing the car for the first time and more.
Stats below
