Formula E and the FIA brought us in to art direct and execute augmented reality solutions for in-race broadcast assets, including driver speedometers, attack mode zones, and supporting graphic elements. We developed three-dimensional versions of all assets, directed animation, and defined the visual language that frames drivers as larger-than-life rivals battling bumper-to-bumper on city streets no other motorsport can offer. Augmented elements pulled from cyberpunk titles like early 2000s Wipeout, anime battle aesthetics, and Need for Speed's UI approach, which heavily informed the driver speedometer graphics. The work positions Formula E as spectacle first, technical sport second, using AR to amplify drama and turn tactical decisions like attack mode into visual events that demand attention. This is what happens when a racing series trusts a studio to elevate broadcast beyond traditional overlays and into genuine cultural territory.