McLaren Racing

Caleb West served as Head of Design at Sweet for a series of ambitious digital-collectible programs created with McLaren Racing. He led the design team across the platform experience, campaign creative, collectible presentation, animation and 3D production.

The centerpiece of the collaboration transformed the McLaren MCL35M Formula 1 car into 22 collectible components. Fans could acquire the individual pieces and digitally assemble the complete vehicle. Later experiences introduced time-based minting, a virtual paint shop, British Grand Prix collections and digital racing equipment tied to exclusive real-world experiences.

The work united McLaren’s precision-engineered identity with a premium interactive experience designed for both committed Formula 1 collectors and fans encountering digital ownership for the first time.
https://mclarenracingcollective.com/