Responsible for the successful collaboration with the marketing and communications team of the ASO, the rightsholder of the Dakar Rally, we confirmed the marketing and communications rights for Ford Performance, its drivers, and partners, for the duration of the Dakar Rally and the months following. Following that, we built the social plan, connected with other Ford Performance partners and teams to optimise and agree sequencing and mapped out a full content production plan, including the strategy for content application across a number of platforms, and briefed other content suppliers onsite. 

During nearly four weeks of Dakar Rally action through the Saudi Arabian desert, cities and villages, and rocky terrains, the ROOTS. team managed onsite media requests, interviews, and the media moment on rest day hosting 30+ journalists and all Ford stakeholders, the production and implementation of all Dakar related social assets and the production of a Youtube edit, telling the story of Ford Performance’s first entry of the world’s toughest off-road motorsport event, the Dakar Rally.