OZ Racing

ART DIRECTION
SOCIAL MEDIA
STRATEGIC CONSULTING
PRODUCTION

Automotive

How can OZ Racing be brought closer to new generations while leveraging its heritage in motorsport?

OZ Racing is the undisputed international benchmark for high-performance alloy wheels. An Italian success story with a heritage rooted in top-tier competition and a global fanbase driven by a pure passion for technical excellence. The challenge? To evolve OZ Racing’s visual language in order to engage new generations of enthusiasts, while preserving the identity forged in the world of motorsport.

Program objectives

At KF ADV, our goal has been clear from day one: to strip communication of all superfluous elements. We have developed editorial and creative proposals that align with the brand’s communication strategy, ensuring an even more iconic visual and narrative impact.

The guiding principles of our intervention have followed four lines of action.

Evolution of communication & media partner

Starting from OZ’s identity, we redefined the guidelines and key messages. The result is a positioning that blends a racing heritage with a contemporary tone, while maintaining a recognizable and consistent identity.

Art direction

The product at the heart of the content
This principle guided the Art Direction, placing product engineering at the center. The wheel becomes the primary subject, showcased through its materials, geometries, and details.

The cinematography highlights its technical features, using a visual language that evokes the world of the racetrack and high performance.

Content strategy

New horizons
Automotive communities are demanding and highly knowledgeable. The content strategy focused on conversations among enthusiasts, selecting Reddit as a space for listening and discussion. The goal was to understand the community’s interests, needs, and language, in order to develop content that resonates more effectively with the target audience.

This deep listening served as the spark that ignited our entire strategic evolution, enabling us to structure an editorial plan in which choosing an OZ product is not presented as a mere selection, but as the ultimate, visceral expression of one’s true self.

Production

These observations gave rise to an editorial plan that frames the choice of an OZ product not merely in terms of its technical specifications, but also as an expression of the taste, personality, and passion of the person who chooses it.

Memories

We have translated the new visual language into an ecosystem of premium tools dedicated to the market and our communities—ranging from photo and video productions to a line of official merchandise. Each element was developed with a specific goal: to bring OZ’s authentic racing DNA directly into the world of our enthusiasts and onto their very skin.

PREDICTIVE ANALYSIS

Enhancing the precision of the project was Braint—our in-house artificial intelligence platform—which, by applying cognitive-emotional predictive analysis to neuromarketing, supported the evaluation of visual choices through cognitive-emotional analysis models.

An approach consistent with OZ’s connection to the world of competition and high performance.