LEO Singapore uses AI to unlock new possibilities for Standard Chartered’s F1 storytelling

Formula 1® is one of the world’s most iconic visual sporting environments. Yet accessing the cars, drivers, teams, circuits and perspectives needed to tell a distinctive global brand story presents a significant creative and production challenge.

For Standard Chartered’s new global brand campaign LEO Singapore set out to solve that challenge. Building on the Bank’s global brand platform ‘Now is your time’ and inspired by Standard Chartered’s Formula 1® brand partnership platform, the agency combined real photography, design and AI to create an original cinematic experience that extends what could be achieved through conventional production methods alone.

The work celebrates Formula 1® as both its subject and creative canvas, while telling a broader Standard Chartered story. The precision, preparation and connected expertise behind performance on the track become a metaphor for how the Bank helps clients navigate complexity, act with confidence and capture growth opportunities.

Rather than being limited to the viewpoints available through a traditional shoot, the team used AI to imagine new environments, camera perspectives and moments around Formula 1® assets and imagery. This created access to a visual world that did not previously exist, while keeping human creative judgement, direction and craft at the centre of every decision.

Working with Tino of Stink Films and AI Director Marcello Costa, LEO Singapore developed the campaign through a bespoke process combining photography with AI-generated environments. Every asset was created specifically for the campaign rather than sourced from third-party imagery, giving the team greater control over the visual world and consistency across each touchpoint.

“As creatives, we have always imagined worlds that were difficult, or impossible, to produce. For this project, AI allowed us to move beyond the limits of physical access and create perspectives that could not have been captured through a traditional shoot alone. It gave us a new creative canvas for Formula 1® storytelling, while human judgement and craft remained central throughout,” says Asheen Naidu, Group Executive Creative Director, LEO Singapore.

The result is a new Standard Chartered brand campaign, inspired by the shared values that underpin the Bank’s partnership with F1®, that feels authentic to the spectacle and intensity of the sport, while opening up new creative possibilities for brand storytelling. It builds a distinctive world around Standard Chartered’s sponsorship and uses that world to express the expertise, preparation and networks that help its clients succeed and move ahead.

“The campaign is a powerful expression of what our brand stands for. Success is rarely defined by a single moment; it comes from preparation, insight and the confidence to act when opportunity emerges. That same belief shapes how we help our clients achieve their ambitions across the world’s most dynamic markets. Our partnership with Formula 1® gives us a distinctive platform to bring that story to life. By combining creativity, craft and new production techniques, we’ve created a campaign that feels globally relevant and unmistakably Standard Chartered,” says Sarah Hagan, Global Co-Head of Corporate Affairs, Brand and Marketing at Standard Chartered.

“The campaign brings together the strength of our international network with the reach and impact of our Formula 1® partnership. It draws on the precision, teamwork and relentless pursuit of performance that define the sport and connects them to how we help our clients succeed. This gives us a compelling global platform to demonstrate the value of our network and expertise, deepen our relevance with clients and tell a distinctive Standard Chartered story,” adds Eva Ang, Global Co-Head of Corporate Affairs, Brand and Marketing at Standard Chartered.

The campaign launches in the lead-up to the FORMULA 1 SINGAPORE AIRLINES SINGAPORE GRAND PRIX 2026 on 9-11 October, with campaign roll out beginning in Singapore, and followed by’ Hong Kong and the United Arab Emirates.

Credits
Brand: Standard Chartered
Global Co-Heads, Corporate Affairs, Brand & Marketing: Sarah Hagan and Eva Ang
Managing Director, Global Head of Brand and Insights: Philip Taylor
Managing Director, Global Head of Brand Partnerships and Sponsorships: Erica Kerner
Head, Global Brand Marketing: Shiv Taneja
Executive Director Brand Partnerships & Sponsorships: Zoe Chilton
Director, Global Brand Marketing: Amelia Tan
Manager, Global Brand Marketing: Chloe Chua
Associate Director, Global Brand Design: Dennis Goh

Agency: LEO Singapore
Group Executive Creative Director: Asheen Naidu
Creative Directors: Liam Annis; Julian Gutierrez
Senior Art Director: Alex Litovka
Head of Integrated Creative & Production Services: Bettina Feng
Head of Design: Khoon Kiat Liong
Senior Integrated Producer: Joanne Lee
Global Client Lead: Rosalind Lee
Business Director: Allison Tang
Project Director: Madonna Koh
Associate Account Director: Kinzah Iqbal
Senior Account Manager: Pixie Gan
Project Manager: Maisarah Sairon
Head of Planning, Regional Clients: Arielle Brustein
Group Planning Director: Valerie Wang
Media Partner: dentsu
Client President, Global Media Lead: Sumeet Parab
Senior Client Partner: Sarah Illingworth
Client Director: Jovi Lim
Client Manager: Jun Wei Tan
Senior Client Manager: Sheena Salarda

Production Company: Stink Shanghai
MD / Executive Producer: Sally Shi
Producer: Mengchen Jiang
Directors: Tino; Marcello Costa
Lead AI Artist: Alfredo Silva
AI Key Visuals: MAGU (Marina and Gustavo)
Post-Production: G.O.A.T
Executive Producer: Chye Yee Chow
Colourist: Joseph Tsang
VFX Supervisors: Frankie Zhang; Joseph Tsang
Compositor: Kiki Lem
Music Composer: Mateo Yaya
Sound Designer : Nicolas Villanueva
Audio Post: FVSE