“We Didn’t Just Want to Slap a Logo on a Car”: How Airwallex, McLaren Racing, Whale and Super-Sub Are Progressing Lando Norris Campaign

Airwallex has expanded its “Shifted Perspectives” campaign, which launched in September with the unveiling of a striking 3D sculpture of McLaren F1 driver Lando Norris that doubles as the Airwallex logo.

Today, the broader ‘Shifted Perspectives’ campaign launches across media channels, and continues to challenge traditional sponsorship norms, aiming to prove that sponsorships can be more than just transactional; they can tell stories that resonate on a deeper, more meaningful level.

The campaign’s centrepiece is a striking optical illusion: a perceptual sculpture created by artist Michael Murphy.

The sculpture transforms from a detailed portrait of Lando Norris into the Airwallex logo, encapsulating the campaign's core message: shifting perspectives opens up new possibilities.

“This project allowed us to convey the idea of innovation in a truly visual and tangible way,” said Matt Jennings, Airwallex's global creative director.

“Rather than telling people to shift their perspectives, we showed them how.”

Super Sub founder Andrew Clarke added, “We didn’t just want to slap a logo on a car.

“This campaign is about telling a story that reflects what we stand for, and how the partnership between McLaren and Airwallex creates a new way of looking at challenges.”

An unusual aspect of the campaign was its production-led creative process. Rather than locking down every detail beforehand, the creative team allowed the production process to shape the narrative.

With just a three-hour production window in McLaren's Technology Centre in Woking, the team had to be fast, adaptable, and resourceful.

“We had to move fast with conviction whilst ensuring we maintained the highest production standards, and captured all of the content needed to support our global campaign and local market activities.” Matt said.

The result was an immersive documentary-style film that showcases the making of the sculpture and highlights the collaborative process between Lando and Michael.

Lando Norris, McLaren Racing driver, said of the campaign, “Just doing what others do around you is never going to win you the race.”

The journey from Woking to Singapore became part of the narrative — the team said it was a metaphor for McLaren and Airwallex’s drive to break new ground.

The sculpture’s debut at the Singapore Grand Prix in September marked the beginning of the global rollout, which will include local activations throughout the 2025 season.

Whale EP and co-founder Rachel Perry noted Airwallex’s payment platform also “enabled us to keep everything running smoothly across multiple countries, saving us time and money.”

Media coverage so far has spanned more than 190 countries, including through Sky Sports and Netflix.