This advertising campaign was developed for LEC, the ice cream brand owned by renowned Formula One driver Charles Leclerc. The campaign is driven by a bold, original voice that sets LEC apart, blending speed, passion, and indulgence into every scoop. Through copy-driven advertising, I crafted a distinctive tone that captures the essence of the brand-dynamic, playful, and irresistibly cool. For this project, I was responsible for both the visual direction and the copywriting, ensuring a cohesive brand identity that reflects Leclerc’s energy and excellence.