Compelling content informs and educates audiences

Our client and long-standing partner of Formula E, Saudia, has been making waves this season with two engaging content strands which take fans inside the wonderful world of the all-electric racing series.

My Life in Travel

The London E-Prix, which took place over the last weekend in July, marked the culmination of Saudia’s season 8 content campaign with Formula E. The six-part social series, My Life in Travel, features a different driver as the protagonist of each film exploring their favourite destination on the race calendar.

The series has featured six drivers from six different teams exploring six different cities – Berlin, Rome, Jakarta, New York, Monaco and London, highlighting these incredible racing backdrops and their accessibility through Saudia’s flight routes.

Formula E is unique in the sense that it turns the streets of iconic cities into unforgiving, inner-city racetracks. Given the wide array of destinations on the calendar, the drivers get the chance to discover some of the most alluring cities in the world from a different perspective, providing the ideal opportunity to produce some compelling destination and sports content. You can watch the final episode, in which Alexander Sims showcases the wonders of London, below.

In the Driving Seat

With the popularity of the sport growing at such a fast pace, there is also still a need to create content which helps inform and educate the viewer, particularly in the Middle East. A second content series, In the Driving Seat, was created to do just that. With two videos so far, and a third on the way, the series features Formula E’s movers and shakers who shed a light on the developments in the sport, geared specifically for the layman. In the latest episode, you can hear from Formula E’s Chief Marketing Officer, Henry Chilcott, who takes us under the hood of the new Gen 3 car.

Both series are also hosted on, a bespoke digital hub created by our digital and data team.