Aston Martin Aramco Formula One Team has released new data on the performance of its Creator Collective program following the Emilia-Romagna Grand Prix in Italy, revealing how motorsport teams leverage social media creators for audience development.

The team granted five TikTok creators behind-the-scenes access during the May 2025 race weekend in Imola. The creators—Alicia Hullott, Chelsea Tucker, Rheanna Mazzaschi, Catherine Bruce, and Ella Welch—produced content from areas typically restricted to the media, including the paddock, garage during practice sessions, and pit lane during race operations.

Tucker, who specializes in data science content, engaged with Pirelli technical staff about tire degradation mechanics. Mazzaschi documented team reaction times during red flag scenarios and driver-engineer radio communications. The creators reported that simple, short-form content often generates higher engagement than elaborate productions.

The creators identified TikTok’s in-app editing capabilities as enabling the immediate publication of content during race weekends. Bruce noted the platform allows recording, editing, and posting “in real time” without requiring polished production values. The creators emphasized TikTok’s community-driven environment, contrasting it with other social platforms.

Mazzaschi highlighted the platform’s authenticity: “Other platforms feel like a facade, whereas TikTok feels more reflective of real life.” The team’s hospitality chef provided local ingredient sourcing information for Mazzaschi’s food-focused content series.

Program Expansion for Youth Demographics

The Creator Collective represents an expansion of Aston Martin’s partnership with TikTok, established in 2021. The January 2025 selection process evaluated creators on originality and narrative approach, with submissions generating over 40 million views across the platform.

Winners received mentorship from Aston Martin’s creative team throughout 2025 and access to exclusive Formula One events. The program grants creators access to document major motorsport calendar moments from a fan’s perspective, according to TikTok’s partnership announcement.