Shell V-Power Feel Closer

Feel Closer was created to solve a fundamental problem for Shell V-Power: in the premium fuel category, performance messaging didn't differentiate brands or shift behaviour. The task was not to prove superiority, but to create an emotional reason to choose Shell.

Shell’s 75-year partnership with Scuderia Ferrari HP provided the answer. The Ferrari brand inspires passion, obsession and aspiration, and the fuel developed by Shell scientists for Ferrari’s Formula 1 cars was essentially the same fuel sold at the pump. Feel Closer transformed this fact into a lived experience, using AI to place fans inside the heart of the partnership. The campaign delivered AI-powered personalised films, immersing fans inside the Ferrari pit garage. Shot entirely from a first-person perspective, each viewer was personally welcomed by Charles Leclerc and Lewis Hamilton, given a bespoke VIP lanyard and headphones and granted access to exclusive spaces, creating a sense of proximity that traditional sponsorship could never achieve. Advanced AI enabled mass personalisation on a global scale. Multiple voice recordings, tonal variations and tracked visual assets were captured specifically to train the system, allowing the personalised films to feel seamless. Culturally, Feel Closer responded to a growing expectation that brands need to offer personalised interactions to resonate with work, naturally lending itself to social environments. The impact was measurable and commercial. Hundreds of thousands of personalised films were created across more than 70 markets, social engagement reached unprecedented levels, and Shell V-Power delivered growth in both volume and margin during the campaign period.