Attack Mode

Attack Mode

Iris created a new race feature that keeps Formula E (the global electric street series) exciting and unpredictable. Attack Mode is an FIA-approved innovation that enhances the fan spectacle by engineering jeopardy into Formula E races.

Awards

D&AD Awards 2027

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Details

Categories
- Design Transformation
Countries
- United Kingdom
Year
- 2020

Credits

Client
- Formula E
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What did the judges have to say?

D&AD Jury

There’s this fundamental concept of esports inspiring real sports in order to attract a younger audience and in this case it’s so uniquely on brand to do this because of the digital nature of the sport itself.

Billy Seabrook
Global Chief Executive officer
IBM iX

There’s this fundamental concept of esports inspiring real sports in order to attract a younger audience and in this case it’s so uniquely on brand to do this because of the digital nature of the sport itself.

Billy Seabrook
Global Chief Executive officer
IBM iX

There’s this fundamental concept of esports inspiring real sports in order to attract a younger audience and in this case it’s so uniquely on brand to do this because of the digital nature of the sport itself.

Billy Seabrook
Global Chief Executive officer
IBM iX

More winners

Attack Mode

Attack Mode

Awards

D&AD Awards 2027

Details

Credits

D&AD Jury

Design Transformation