Role: ACD

Through The Nursery (iris’s innovation arm) we were invited to think about how we could make Formula E more exciting. We came up with a nifty power-up concept that entices drivers to risk taking a different racing line to unlock more power. Attack Mode launched last year.

Touted as being as significant as the introduction of the 3-pointer in basketball (whatever that means!), Attack Mode is a hit with the drivers, the media and most importantly the crowd. As of Season 5, Attack Mode is now a part of Formula E races. It went on to win Silver at Cannes.