What does 0.5 mm have to do with 300 km/h? Not what you think.
Formula 1 might be about speed, aerodynamics, lightweight dimensions, increased agility and a lot of other things, but having the driver prepared is essential too.
ic! berlin is applying the same logic to something considerably smaller – the frames sitting on your face.
For its first campaign featuring Audi Revolut F1 Team, the German eyewear brand puts two of its drivers in the spotlight – but it’s more than just a pair of glasses. Nico Hülkenberg and Gabriel Bortoleto know well that form and function are inseparable, and that performance extends beyond the car to encompass focus, precision and confidence – qualities that align naturally with ic! berlin’s approach to product design. Confidence. Everyone needs a boost, especially before a big performance. They got it this way.
ic! berlin has spent the last three decades making eyewear that feels more engineered than accessorised. Its signature screwless hinge and ultra-light construction are less about decoration than what happens when you actually wear them.
Introducing the Racing Edition – a special capsule featuring two of their iconic eyewear styles, Ryan and Gabriel. They get a makeover with flashes of red at the temples and refined material combinations. Even the packaging gets involved, with five racetrack-inspired sleeves referencing Monza, Austin, Singapore, Las Vegas and one fictional circuit.
Shot by Rupert Tapper with creative direction from Leif Podhajsky, the campaign plays with motion blur to make speed visible. The images don’t simply show the drivers moving; they make the movement itself part of the picture.
It is fun to see the language of Formula 1 engineering applied to something as everyday as eyewear. But then again, F1 has always attracted things far outside its frame – fashion, music, celebrities and culture – and somehow made them part of the spectacle. It has turned engineering into visual culture, and fashion has always loved borrowing from it.
