I am a gigantic Formula One fan. So after being a lucky member of the creative leadership behind the Qualcomm new business pitch at McCann, I got to be the lucky creative director behind our first work with Lewis Hamilton, the reigning world champion.

Instead of the usual sleek commercial commonly made for everything around F1, we decided to play with the fact Lewis already uses a whole lot of our technology every time he uses his phone. Which he is known to do quite frequently.