LAMBORGHINI

The Real Race - Esports

Velocity were challenged to introduce the esports community to Lamborghini, as a premium sports car brand, entering a highly saturated esports market. The aim was to reach out further to connect with a non-traditional esports spectator community through lifestyle.

Our design direction was to create a ‘Real’ platform that felt playful, yet authentic. The Real Race’s first edition started last May with a kick of event followed by five qualifiers and a live final at the Lamborghini headquarters that attracted: 1.5 million viewers, with 2.500 gamers registering from 106 different countries.