Logitech G x McLaren Racing - Welcome to the Grid

Logitech G approached Paper Crowns to follow up the award-winning "Drive to Win" campaign – this time to lead the storytelling for the Logitech G x McLaren Racing Collection debut. The premium product range of co-branded SIM Racing peripherals marks the next evolution of a partnership that began in 2017, designed to merge the virtual and physical racing worlds. The task was to unite two global icons that share values of excellence, innovation and prestige – yet operate in entirely different arenas. Bridging Logitech G’s gaming performance heritage with McLaren’s racing legacy required a creative platform that fused the screen with the windshield, welcoming both SIM and real-world drivers to the grid. Paper Crowns crafted a full creative campaign: hero film, high-fidelity product renders, in-situ photography and a comprehensive digital asset suite – each element expanding upon on another. All creative development – from concept to production – was executed by Paper Crowns in close collaboration with stakeholders from Logitech G and McLaren Racing teams. It was an honor to capture the talents of Lando Norris & Oscar Piastri in campaign footage on-site at the iconic McLaren's Technology Centre in Woking, England. Inspired by the frenetic pace of Formula 1, the production was engineered for efficiency – capturing all footage within ten minutes per talent, with a workflow modeled on a race sequence – complete with pitstops, speed adjustments and precise execution. The hero video premiered during the Logitech G PLAY global keynote on September 17, followed by product rollout across Logitech G’s webshop, releases on both brands' news portals and official social channels. The campaign seamlessly connected both brands’ worlds – delivering an authentic, high-performance narrative to bring the McLaren legacy closer to every driver, into their living rooms.