ic! berlin has officially launched its latest global campaign, featuring Audi Revolut F1 Team drivers Nico Hülkenberg and Gabriel Bortoleto wearing customized ic! berlin frames.
The campaign marks the brand’s first official outing since announcing its partnership with the Audi Revolut F1 Team in February, designating ic! berlin as the team’s first official eyewear partner. The collaboration unites two brands centered on the seamless integration of form and function, aligning the focus, precision, and confidence required on the racetrack with ic! berlin’s approach to product design.
The campaign tagline, “From 0.5 mm to 300 km/h: engineering performance and precision at speed,” highlights the shared characteristics between ic! berlin’s ultra-light, flexible frames and the Audi R26 race car, which features lighter dimensions, active aerodynamics, and enhanced high-speed agility. Over the past three decades, ic! berlin has established an industry-leading reputation for engineered eyewear defined by its iconic screwless hinge, durability, comfort, and contemporary aesthetic.
Capturing Precision and the Debut of the Racing Edition Capsule
Shot by fashion, editorial, and lifestyle photographer Rupert Tapper, the campaign imagery conveys movement and physicality to echo the trackside experience of Hülkenberg and Bortoleto. Under the Creative Direction of multidisciplinary visual artist Leif Podhajsky, motion blur is utilized as a visual expression of acceleration and precision within the Formula 1 environment.
The campaign offers a perspective on motorsport through a series of trackside moments captured at Monza in Italy, Marina Bay in Singapore, and Austin, Texas.
To celebrate its entry into Formula 1, ic! berlin is also releasing the Racing Edition—a special capsule reimagining two of its iconic eyewear styles, Ryan and Gabriel. Inspired by the energy and speed of racing, both frames feature distinctive racing details, including red temple tips and refined material and colour combinations. The Racing Edition comes in specialized packaging featuring racetrack-inspired designs that reference Monza, Austin, Singapore, and Las Vegas, and will be available at select locations worldwide.
ic! Berlin is distributed in Canada by Marcolin.
