Shell x Scuderia Ferrari
Reducing CO2 with
synthetic lubricants
2025-2026, Copywriter, Senior Copywriter, Acting Creative Director
Problem
Synthetic engine lubricants perform better inside vehicles. They reduce carbon emissions and stretch fuel tanks by lowering friction. People thought, however, that synthetic = fake and stuck with their old crude oil-based lubricants.
Insight
The key influencer, when it comes to people choosing between engine oil brands, is the garage mechanic. When Shell’s competitors advertise to the end consumer they’re targeting the wrong people.
Idea
Make Shell the most rewarding oil to sell
We developed a series of unorthodox advertising outputs that primarily target the garage mechanic.
Execution and roles
For the Shell Workshop Academy (SWA) and our bolder claims projects, I took on the role of acting Creative director.
The Shell Workshop Academy enhancement
Wrote and creative directed AI avatar films to educate mechanics—making the oil easier to sell
Shell Champions Club
Wrote and developed emails and videos featuring Ferrari Scuderia drivers to encourage synthetic oil sales
Bolder Claims
Oversaw the rewriting and repositioning Shell's oil claims
Re-strategised the client's product offering across car, truck, and motorbike oils in support of ideas one and two
Work
The Shell Workshop Academy
Directed a shoot of models for AI avatar capture. Oversaw creative direction, leading a senior designer and senior editor to develop a suite of films showcasing the Shell oil range to mechanics. Piloted an AI-assisted translation protocol to adapt the avatar creative into three additional global markets.
English version
Indonesian AI version
English
Indian accent AI version
The Shell Champions Club
Lead copywriter on this internal initiative developed by the agency. Running parallel to the F1 season, the club pits garages against one another in a race season of synthetic oil sell offs. Whoever sold the most Shell Helix Ultra won a trip the Formula 1 final in Abu Dhabi. Scripts were read by Carlos Sainz and Charles LeClerk and are available on social. The external video below showcases the event space the winners enjoy.
Bolder Claims:
Re-strategising and rewriting the entire Shell product range to be more intuitive. Using copywriting theory, refreshed oil claim articulations to be more sticky, fun, and memorable.
Results
In 2025, the Shell Lubricants business met their 140+BN target in September, three months early. In 2026 we have more markets in the pipeline, alongside the global launch of the Bolder Claims framework.
Team
Agency: AKQA
The Shell Workshop Academy
Senior Copywriter, acting Creative Director: Nat Sequeira
Senior Designer: Tahja Smith
Senior Editor: Andrew Telling
Project Manager: Yana Zarachneva
The Shell Champion's Club
ACD: Niek van Wingerden
Senior Copywriter: Nat Sequeira
Project Manager: Harpreet Bains
Shell Bolder Claims
Senior Copywriter, acting Creative Director: Nat Sequeira
Senior Strategist: Sahsa Bgatova
Project Manager: Yana Zarachneva
Disclaimer
All work shown was produced during my time at various agencies. All rights belong to the respective agencies and clients. While this portfolio proudly showcases the brands and people I've worked with, I am not affiliated with or in any legal relationship with any featured party. Displayed for self-promotion purposes only.
Let's make something unforgettable.
Disclaimer
All work shown was produced during my time at various agencies. All rights belong to the respective agencies and clients. While this portfolio proudly showcases the brands and people I've worked with, I am not affiliated with or in any legal relationship with any featured party. Displayed for self-promotion purposes only.