Duolingo English Test X Red Bull MotoJam - Determined to Drive
DETermined Drive was a student-led motorsports experience created in partnership with Red Bull Moto Jam, bringing together F1, STEM and ambition. The campaign gave students a tangible way to engage with the world of motorsports while positioning DET as a gateway to unconventional, future-facing career possibilities. At its core, the campaign was about turning students’ passion for motorsports into a vision for what they could dream of and achieve.
From a design lens, the work spanned the entire visual ecosystem of the campaign — from establishing the creative platform KV, logo unit and sticker system to the kiosk branding and on-ground experience. The design direction balanced DET’s brand guidelines with Red Bull’s distinctive visual identity, creating a fresh, energetic “Determined to Drive” look and feel.
Duo, along with this F1 car and his crew became a central visual device and the foundation for the campaign’s design language, carried consistently across the kiosk, communication assets and merchandise — ensuring every touchpoint felt cohesive, recognisably DET and rooted in the world of motorsports.
Here’s a quick recap video for the campaign
Team
Agency: Kulfi Collective
Creative Direction: Nupur Datar, and Aqib Khan
Account Director: Pourush Turel
Account Management: Ranveer Aujla, Gautami Patnaik, and Sanjana Pinto
Art Direction: Kartik Mallapur
Design: Anchit Banga, Artisto Designz