In 2025, McLaren and Google Gemini became partners—in their first year together, they brought home the Constructors' Championship (They won the F1 league thing).
The partnership is working. The whole world is watching. My job as lead copywriter on the account? Don’t fuck up a good thing….How am I doing so far?
Endless Possibilities.
Oscar and Lando are using Gemini to cook up something dope for fans at the Miami Grand Prix. This was McLaren and Gemini’s most successful partnership post ever.
To celebrate McLaren's 60th anniversary, they released a heritage-inspired livery (that’s what they call car paint jobs in F1). To celebrate the new livery, we dropped a series called Test Laps, where Oscar and Lando used Gemini to learn skills tied to the new livery—without it feeling too "Gemini," without making our drivers feel too scripted and without making it seem like AI was thinking for them…You see what i'm getting at, this was hard 😂
Test Laps Episode 1: Lando & Oscar use Gemini to decorate a car-shaped cake like the new heritage-inspired livery.
This quickly passed “Endless Possibilities” as the most successful partner post between Gemini and McLaren.
Test Laps Episode 2: Lando and Oscar use Gemini to creative a shareable video showing off the new livery.
This episode kind of sucks. After we filmed a much cooler one, the client got cold feet—a lotta people don’t want AI messin with their racing 😂—and we had to pivot. What we ended up with was a neutered version of our original concept…which I can’t really tell you about now 😂