2025 marks another year of ambitious collaborations, projects, and partnerships for Race Service, which announced its official licensing agreement with Michelin. Continuing its mission to bring motorsport to the world, Race Service once again pushed the boundaries of how motorsport heritage can live within contemporary culture.

Built on shared values of craftsmanship, authenticity, performance, and innovation, the collaboration between Race Service and Michelin marked a defining moment for both brands — the moment Race Service’s artistic language met one of motorsport’s most iconic names.

“We want to translate Michelin’s deep racing heritage into something modern and emotional, connecting past and future through a fresh cultural lens. Michelin is an icon with an incredible century-old heritage, and we want to convey their story by bringing it to a new generation of design-conscious audiences,” says Emma Descamps, Creative Producer behind the collaboration’s visuals, whose ability to merge culture, visuals, and narrative has become her creative signature.

Since joining Race Service, a creative powerhouse that fuses motorsport, art, design, culture, and fashion, Emma has emerged as one of the key architects of the brand’s evolving identity. As a Creative Producer, her role is far from one-dimensional — a space where art direction meets strategy, and production becomes storytelling. From developing visual identities to shaping set designs, crafting campaigns, and managing the logistics that bring them to life, Emma blends intuition with execution. It’s about seeing the full picture, understanding how photography, styling, set design, sound, and emotion coexist to create something that resonates. In her words, being a creative producer means “holding the vision from the very first spark of an idea all the way to the final frame.”

Emma’s creative perspective is distinctive in how she draws inspiration from observation. She pays attention to what’s around her — to details most people would overlook. “My senses are my greatest gift,” she says. “I find inspiration in everything — in colors, textures, architecture, smells, movement, sound. Even in the way light hits a wall or how people move through space.” Her process always begins with research and observation. She collects fragments of visuals, materials, and emotions — a collage of contrasts that on their own might make no sense, but together form the foundation of a concept. “My moodboards are chaos that eventually aligns,” she laughs. “When all those images start to tell a story, that’s when I know I’m onto something.”

This instinctive yet structured approach is visible across Emma’s work. Her aesthetic and creative eye shaped the visual language that defines Race Service’s brand identity — whether through the brand’s own apparel campaigns, like Big Time Auto Racing or I’d Rather Be Racing, or through collaborations with iconic partners such as Mercedes-AMG, Porsche, Good Art HLYWD, and Michelin. Across each project, she connects industries and narrates stories that translate brands’ heritage into a visual universe that feels both modern and poetic.

Emma’s creative perspective extends beyond product and fashion collaborations — it thrives in experience design and community-building. For Vroom Room, the nightlife concept born during the 2024 Las Vegas Grand Prix in partnership with Corso Millner Group, her creative vision and production skills defined the event’s visual identity, transforming a race-week afterparty into an immersive space where music, fashion, and motorsport collided. Plans are already underway to expand the concept to key cities across North America and worldwide in 2026 and 2027.

At the Tutto Bene Hill Climb in Italy, Emma’s creative eye extended into the physical world of retail, designing and producing a pop-up environment where Tutto Bene, Good Art Hollywood, Puma, La Marzocco, and Race Service coexisted seamlessly. “It wasn’t just about displaying products; it was about curating an experience, allowing visitors to connect with the spirit of the event and take a tangible piece of it home,” explains Emma. “Tutto Bene is more than an event — it’s an aesthetic journey, a love letter to the craftsmanship and community that make car culture so magnetic, and I’m proud to contribute to such a special moment with such an incredible team and community.” Tutto Bene 2026 already looks even more promising.

Emma speaks of these projects with the quiet assurance of someone who has found her lane but isn’t afraid to take sharp turns. Her multidisciplinary mindset makes her work feel distinctly modern. She treats each project and collaboration as a dialogue — a way to merge voices and create something unique and unexpected. Having started her career in event production before moving into brand storytelling, her path has always been defined by motion. Across every project, she applies her vision with coherence and depth. Whether in the U.S. or in Europe, Emma brings the same sensibility — one that values culture, community, emotion, and storytelling as much as design.

Looking ahead, her creative ambitions continue to grow. “I want to also explore Art Direction and continue to expand my creative world — collaborating with athletes, brands, artists, and creatives who share my values and vision. I want not only to produce but to build visual narratives that will shape tomorrow’s creative landscape and keep connecting people. Fashion, sport, music, and art each have their own history, audience, and visual language, but they somehow all live under the same creative umbrella,” she says. “The most exciting ideas come from the spaces in between.”

The next few years promise to be her busiest yet. By 2026 and 2027, she envisions Race Service evolving into a global cultural brand — “a place where collaboration is the product.” Yet even as the scale grows, her philosophy remains intimate. “I’m proud of what our team has built this year,” she reflects. “It’s been a collective effort — a year of growth and creative risk-taking. What excites me most about the next chapter is evolving my visual language, working with new creatives, and learning from their perspectives. Collaboration is what keeps my work alive.”

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