Millenia Walk Trackside

Campaign key visual, motion graphics and event collateral design for Millenia Walk's three-day automotive festival during Singapore's F1 race week.

Context

Millenia Walk's Trackside was an automotive-themed campaign running from 11 September to 11 October, culminating in a three-day festival from 9 to 11 October during Singapore's F1 race week.

The event brought car culture into the mall through live race screenings at participating outlets, rare car showcases, drifting activities, racing simulators, merchandise and family-friendly experiences. Highlights included Dorifto Drift Kart, Mini-Me Racing, RWB Porsche displays, diecast collectibles and the Little Racers Art Pit. A mall-wide spending campaign also gave shoppers opportunities to redeem activity tickets and participate in a raffle.

The campaign needed a visual identity that could capture the energy of motorsport while working across both promotional materials and the physical event space.

Approach

I developed the campaign's key visual around the atmosphere of Singapore's F1 night race. Glowing brake discs, blazing tail lights and streaks of light became the starting point for a direction that brought the energy of racing after dark into Millenia Walk.

The design pairs a dark backdrop with electric cyan and orange gradients, drawing from the heat of the engines and the lights of cars moving at speed. Pixel-stretching effects and directional light trails create a sense of motion, giving the key visual its high-energy character while keeping the campaign information readable.

I extended the visual direction into animated digital posters, using movement and light to bring the racing theme to life across different screen formats.

Beyond the key visual, I designed the campaign's print and environmental materials, including raffle tickets, event standees, mall entrance glass decals and public brochures. Each format required its own layout considerations while maintaining the same graphic language.

For the live festival, I also designed the event podium backdrop and a series of motorsport-themed colouring sheets for the children's art-jamming activities.

The work covered the campaign from its initial promotion through to the live event, bringing the same visual direction across digital screens, printed materials and the mall environment.