Lando Norris × Monster Energy Drink
Photography, Creative Direction
INFOCLOSE
A global launch campaign for Monster Energy’s Lando Norris collaboration drink, conceived and delivered end to end by Minorstep. George Kroustallis led the project from initial concept and creative direction through photography and final post-production. Shot in front of a large LED volume, every background was created from custom gradient, particle and light-tunnel sequences made by George before the shoot. These moving backplates were combined in camera with shutter drag, intentional camera movement and zoom pulls during exposure, creating the motion blur and light trails physically on set. Rolled out across thousands of retail locations worldwide and large-format posters, the work connects Norris’s racing identity with a precise, technically ambitious campaign language.