AOKI RACING E1 TEAM
LAUNCHING & GROWING SOCIAL CHANNELS
Powering the party with purpose - building Aoki Racing's vibrant vision for the E1 Series as a new competitor team.
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THE BRIEF
As Aoki Racing entered the E1 Series under the leadership of global icon Steve Aoki, AND THE NEW was brought in to shape their digital identity and social content strategy from the ground up. The goal: turn Aoki Racing into the team that brings the most energy to the paddock while using that spotlight to champion ocean preservation and marine health around the world.
We defined a unique brand positioning for the team: “the party team with a purpose.” Every piece of content is designed to reflect that duality: high-octane vibes, unfiltered moments, and Aoki’s signature energy on one side; meaningful storytelling around coral reef protection, sustainability efforts, and ocean advocacy on the other. From race weekend coverage to behind-the-scenes edits, our agile crew captures it all in real time, ensuring the message always lands with impact.
Through creative strategy, social storytelling, and tone of voice development, we’ve helped Aoki Racing carve out a clear lane in the E1 universe. One where culture and conservation collide. It’s not just about racing boats. It’s about raising awareness, making noise, and using our platform for good.
We crafted Aoki Racing's identity as the E1 Series' most dynamic team fuelling entertainment with a deeper message that inspires audiences and drives purpose-led impact... with a fun angle!
Our approach is rooted in an always-on social strategy that balances reactivity with purpose. Our social managers and content producers are on the ground at every E1 race capturing content and turning moments into momentum. From jumping on trends to crafting platform-native storytelling, we ensure the team's feed is constantly alive with energy, humour and heart. We also activate the team's brand partners through smart, integrated content making sure every post drives value while staying true to the team's bold identity - high vibes and deep purpose.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
