McLaren
Digital Experience + Motion
2025
(SCROLL TO EXPLORE)
Building a digital experience at race pace
For McLaren, we built a digital experience around the feeling of speed. Cinematic imagery, sharp editorial layouts and precise motion bring fans closer to the engineering, the drivers and the split seconds that decide a race.
Services
Digital Experience · Art Direction · Motion
Industry
Motorsport & Automotive
Deliverables
Website · Motion System · Editorial Templates
The introduction
McLaren is defined by engineering precision and a relentless pursuit of speed — its digital experience needed to feel the same.
For fans, McLaren is a story told across race weekends, engineering breakthroughs and decades of heritage. Online, that story was spread thin across pages that felt static next to the drama on track.
We set out to build an experience that combines cinematic race imagery, sharp editorial layouts and motion-led interactions to bring the brand’s engineering mindset into every scroll, transition and detail.
The challenge
The brand moves at over 300 km/h, but the website felt like it was standing still.
Content had grown race by race, with little structure tying heritage, team news and partner stories together. Visitors came for a result or a headline and left without exploring further.
The challenge was to turn a news-driven site into an immersive world, without sacrificing the speed and clarity fans expect on race day.
The solution
We combined cinematic imagery, sharp editorial layouts and motion-led interactions into one system built for speed.
We restructured the content into connected worlds — team, cars, heritage and partners — so every story leads naturally to the next.
Art direction leans on cinematic race imagery and motion blur, framed by a precise editorial grid. Transitions are tuned like a car setup: quick, controlled and never decorative.
A dedicated motion system defines timing, easing and choreography for every interaction, keeping the experience consistent as new content goes live every race weekend.
The impact
A stronger visual hierarchy and more immersive storytelling helped fans explore more of the McLaren world.
Fans now move from race results into engineering features, heritage stories and partner content, spending far longer in the McLaren world than before.
The motion system and modular templates also made race-weekend publishing faster, so the team can react to every result as it happens.
2.4× Content Engagement
+46% Pages per Visit
−32% Load Time
+58% Return Visits
