MASERATI MSG RACING
SOCIAL MEDIA
MASERATI MSG RACING:
Racing Heritage, Recharged.
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The mission was to build an engaging, educational, and emotionally resonant social presence for the team - aligning with the global Maserati brand while still standing out in a competitive, fast-paced championship.
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We developed a dynamic content strategy that blended brand storytelling with authentic fan culture. From trending, playful content to educational explainers, every post aimed to humanize the team, elevate brand values, and connect deeply with the Formula E fan community.
For Season 11 of the ABB FIA Formula E World Championship, Maserati MSG Racing raced under the iconic Maserati Trident. The team’s social media channels evolved into a dynamic storytelling platform - blending brand heritage with the playful, fast-paced energy of Formula E. Through creative, trend-driven content, the channels connected fans to the people behind the team, highlighted sustainability and inclusivity, and built a passionate community around Maserati’s electric racing journey.
Race Coverage
From lights out to the chequered flag, the team’s digital presence captured every moment of the season. Race coverage combined creative storytelling, collaboration with local markets, and partnerships with influencers to amplify reach across regions. Bespoke race posters, bold social designs, and immersive community management helped fans feel part of the journey, while post-race reports provided a polished yet authentic wrap-up after every event.
Power, People & Progress
Making motorsport accessible, inclusive, and inspiring.
Educational content played a central role in growing a more informed and connected fan base. Through approachable storytelling and visually engaging explainers, the team introduced audiences to the world of Formula E, sustainability in racing, and the pathways for women and young talent to enter the sport. The goal: transform curiosity into long-term fandom.
Brand Integration
Social content seamlessly merged Maserati’s brand identity with the world of electric motorsport. Posts highlighted global activations (including historic Maserati cars on track in Monaco) and showcased product integrations that reflected the brand’s craftsmanship and innovation. Each piece of content was designed to bridge heritage and modernity, reinforcing Maserati’s position as a pioneer in the electric era.
Team Takeover
Turning the garage into the star of the show.
Behind every car are the people who make it fly - and this content celebrated exactly that. Mechanics, engineers, and support staff became unexpected fan favourites through light-hearted, trend-driven videos and challenges. By getting everyone involved (never an easy task in a high-pressure race environment), the team built a unique human connection that helped their social channels go viral and stand apart from competitors.
My Role on this Project:
Social Media Strategy: Developing the overall content approach to maximize engagement, align with Maserati’s global brand identity, and capture the excitement of Formula E.
Content Creation & On-Site Coverage: Producing daily and event-based content across all social channels from race coverage to brand storytelling.
Creative Direction: Shaping the tone, look, and feel of the team’s social presence through strong visual identity, copy, and motion-led storytelling.
Community Engagement: Managing fan interactions, local market collaborations, and influencer partnerships to grow a loyal and active online community.
Analytics & Reporting: Tracking performance and insights to refine content strategy and optimize reach, engagement, and audience growth.