AlphaTauri – Feral MKT

Making an ERP platform feel as fast and precise as the Formula 1 team running on it.

Pre-Feral, in-house work by Fer Ledesma at Epicor Software.

A global partnership campaign that translated a complex B2B technology story into compelling, high-impact content designed to resonate with manufacturing audiences.

The Situation

Epicor partnered with Scuderia AlphaTauri, the Faenza-based Formula 1 team, to show how its flagship ERP platform, Epicor Kinetic, powers precision manufacturing at the highest level of competitive motorsport: a sport where every millisecond counts and each car comes together from over 14,000 custom-engineered components.

The challenge was translating a complex B2B software story into content that would actually resonate with manufacturing audiences globally, without losing the technical credibility that audience expects.

What was needed

The bridge had to run both ways.

The campaign needed the speed, precision, and prestige of Formula 1 to feel earned, not borrowed, and it needed Epicor’s manufacturing relevance to feel just as real as the racing around it. Neither side could carry the story alone.

What was built

Fer led the full creative scope, from strategy to execution, as Creative Director.

Built the creative brief directly with the internal Epicor team managing the AlphaTauri partnership, aligning messaging, visual tone, and content objectives
Directed an Italy-based agency through a branded video series, overseeing creative concept, narrative direction, and brand consistency through production
Developed the campaign’s visual language and master artwork, the foundation for every asset that followed
Led the in-house design team through multichannel production, print and digital, keeping every touchpoint consistent with both the Epicor brand and the world of F1

Print

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What happened

The campaign gave Epicor a high-profile brand moment inside the manufacturing and industrial sectors, using Formula 1’s global visibility to elevate how the brand was perceived and to make its product relevance concrete in a precision-demanding industry.