MONSTER ENERGY
GOING FULL THROTTLE FOR MONSTER ENERGY
Riding the wake - unleashing Monster Energy's impact on the powerboat and jet ski racing scene in the USA.
THE BRIEF
As Monster Energy dove into the adrenaline-fuelled world of American powerboat racing, they turned to AND THE NEW to amplify their presence and own the narrative across both the Class One Powerboat Championship and the AquaX Jet Ski series. With big names, roaring engines, and bold branding, our role was clear: bring the Monster Energy edge to life at speed, on water, and across every digital platform.
Our nimble, embedded crew travelled to race weekends across both championships—capturing every flip, spray, and celebration. From pre-race build-ups to behind-the-scenes action and podium moments, our team delivered a full suite of real-time content and social-first edits that reflected the intensity and culture of the sport. We planned each weekend with purpose but stayed hyper-reactive to emerging storylines — editing on the fly to deliver high-impact assets when the hype was highest.
With a creative approach built on speed and instinct, we helped Monster Energy carve out a standout identity in a new sporting vertical — connecting with core fans, boosting visibility, and building hype with every throttle pull. From full-throttle launch films to punchy reels and branded touchpoints, we made sure Monster looked and felt like a dominant force on the water.
We captured the energy, culture and chaos of offshore powerboat racing in the USA - turning Monster Energy's sponsorship into a standout content engine that delivered impact on every channel.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
