Chumba Casino · 23XI Racing
23XI Racing × Chumba Casino
Turning drivers’ downtime into moments of Chumba entertainment.
- Creative strategy and development
- Agency collaboration
- Production and post-production leadership
The work uses familiar pauses around racing, such as waiting for the weather, finishing a meeting or spending time in the team lounge, as openings for Chumba. The drivers’ banter connects the partnership to gameplay without requiring every story to happen on the track.
Watch selected film ↓Brand entertainment
Making the pause entertaining
In Rain Delay, waiting becomes a chance to play. The downtime compilation extends that premise through different situations around the team, letting the drivers’ personalities carry the humour while gameplay remains part of the story.
Promotion
An invitation to the Daytona experience
The Daytona promotion used the partnership to invite entry for a VIP race experience, with a clear offer and call to action.
Leadership
My role
With our marketing partnerships team, I developed the creative strategy that guided SPORTFIVE’s concepts and led our feedback through development. The agency brought specialist motorsport and talent knowledge to the collaboration. I attended every shoot to oversee the creative on site, then led our team through post-production and campaign adaptations.
Rollout
Selected campaign adaptations
These examples show how the partnership and driver downtime ideas extended into outdoor and CRM creative, with messaging adapted to each placement.
Credits
Agency creative and production: SPORTFIVE. Creative strategy and development with VGW marketing partnerships. In-house post-production and wider campaign rollout: VGW.
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