A Global Promotion With Schumacher at the Wheel
Client
Shell and Ferrari
Agency
The Marketing Store
My Role
Creative Director
Skills Used
Creative Direction
Design Direction
UX/UI Design
Design
Content
Video Direction
Storytelling
Through the Line Campaigns
The Challenge
Design a global campaign website to showcase Shell’s partnership with Ferrari and feature scale model Ferraris as part of a fuel purchase promotion.
The Solution
I built a pop up storybook world where miniature Ferraris raced through crafted scenes, each spread unfolding like a new chapter. We tested cardboard maquettes to capture the playful spirit, then evolved the idea into digital pop up environments that formed the backbone of the site. The work scaled into a global campaign with Michael Schumacher fronting the promotion. We also pioneered early face mapping so fans could virtually race alongside him.
The Impact
What began as an order for 11 million model Ferraris escalated into more than 82 million sold worldwide over five years, turning a fuel promotion into a cultural phenomenon.
Small & Big
We worked with both miniature and full-scale Ferraris to bring the campaign to life. Scale model cars with working motors were offered worldwide with V-Power, while Michael Schumacher fronted the promotion in the Ferrari Scuderia 430. What began as an order for 11 million models grew into more than 82 million sold over five years.
Card Maquetts
I began with the idea of a physical pop-up set where miniature Ferraris could race through crafted scenes like pages of a storybook. I tested cardboard models and pop-up mechanisms, exploring how far this could go. The concept captured the playful spirit of toy cars while setting a foundation for a more immersive campaign.
Digital Pop Up Reality
Time and budget led us to evolve the idea into a digital approach. Using Photoshop, I created pop-up style environments that echoed the physical research while adding more flexibility. These digital sets became the backbone of the site, giving the campaign a unique and dynamic look.
Michael Schumacher
At the Ferrari test track in Monza we worked with Michael Schumacher to capture video and photography. These assets gave the campaign authenticity and connected the imaginative world of toys with the thrill of Ferrari performance.
Face Mapping
In 2008 facial mapping was still new and AI deepfakes did not exist. Partnering with Big Stage, we created digital doubles of Michael Schumacher that let fans virtually race alongside him. This extended the campaign into interactive storytelling, blending technology, sport and entertainment in a way ahead of its time.
“Working with Paul on the Shell account was a career highlight. He is an outstanding Creative Director with the rare ability to balance visionary thinking with practical execution. The work we created together (though some years ago) remains some of the work I am most proud of. Paul constantly pushed the boundaries of digital design and technology, encouraging the team to innovate and deliver beyond expectations. His leadership, creativity, and collaborative spirit made the process inspiring as well as successful.”
Howard Scott - Head Of Digital - The Marketing Store