Race Service Creative Producer Emma Descamps Pushes Motorsports Beyond the Track
Though the streets of Paris and Los Angeles are thousands of miles apart, on two separate nights this year they were united by a single vision: the LiveWire Alpinista launch, an immersive event that blended motorcycles, culture and storytelling. At the heart of it all was Emma Descamps, the Creative Producer behind some of Race Service’s most ambitious projects.
From the high-energy spectacle of Las Vegas’ Vroom Room F1 afterparty to the T-Mobile Future Champions capsule collection and the Mercedes-AMG RAW SPEC launch at Felix Art Fair, Emma isn’t just producing events — she’s redefining how motorsport is experienced. At Race Service, a creative agency and cultural hub at the forefront of the automotive industry, she plays a pivotal role in merging fashion, art, music and motorsport in ways that feel both modern and timeless.
“Working at the intersection of these worlds is a way of creating new synergies, exploring the most unexpected collaborations and bringing racing to the world,” says Creative Producer Emma Descamps. “At Race Service, anything is possible and there are no limits. the crazier the ideas sound, the better they are. It’s a constant creative stimulation and I love that…. I’ve never been in a company and a team that feels so creatively limitless.”
The Creative Producer behind the international launch parties for LiveWire’s new S2 Alpinista electric motorcycle, Emma recently orchestrated two memorable events in Paris and LA that prove why she has become such a visionary in the field. Designed to go beyond a traditional motorcycle reveal, these launches were a sensory-driven experience that fused motorcycle culture aesthetics, set design, and curated entertainment.
Emma says, “LiveWire is a brand that pushes the boundaries of innovation and performance and redefines the community and riding experience. Producing such an event was a way for us to showcase the bike’s cutting-edge technology, premium craftsmanship, and commitment to sustainable mobility without sacrificing power or style.”
Tapping into both the local rider scene and a broader cultural audience, the Los Angeles event came alive in February at Bartels’ Harley-Davidson in Marina Del Rey. Thanks to Emma and the RaceService team, the massive dealership space was transformed by a sleek display of the Alpinista and the pulsing energy of the DJs sets. Across the Atlantic, the Paris launch, which took place in January, carried a similar energy within the intimate setting of the Harley-Davidson dealership in the 15th arrondissement and featuring sounds by popular DJ Anoraak.
“Producing launch events in both Los Angeles and Paris, cities known for their creativity and progressive spirit, truly enabled us to illustrate LiveWire vision and connect the brand with both current riders and the new generation of riders who see motorcycles as an extension of self-expression,” Emma explains. “It was a way to not only highlight the bike design and performance but also position LiveWire as a leader in the shift toward a more sustainable and electrified future.”
As creative producer, Emma was responsible for bringing the LiveWire brand identity to life through immersive storytelling and spatial design. From developing 3D renderings to reimagining the flow and visual composition of each space, she worked closely with Race Service’s designers to ensure that every detail from lighting to branded installations elevated the experience. The challenges were unique. In Los Angeles, she had to transform a sprawling venue into a cohesive, high-energy activation, while in Paris, she worked remotely with local production teams to adapt the creative vision to a smaller venue without losing its impact.
“What truly makes Emma extraordinary is her versatility and resourcefulness. She possesses a rare balance of creative vision and organizational discipline — a skill set that few can achieve,” explains Seong Joon Park, Line Producer on the LiveWire project.
“Tasked with producing the Paris event remotely from the U.S., Emma had to replicate every detail of the Los Angeles launch, managing a Paris-based agency while navigating time zone differences and logistical challenges. Her ability to execute a seamless event across two continents is a testament to her leadership and precision. The Paris launch was a tremendous success and demonstrated Emma’s exceptional ability to lead complex, high-stakes projects to completion.”
Through her work as Creative Producer at Race Service Emma Descamps is helping to redefine the relationship between motorsports, fashion and culture. Hailing from Paris, France, Emma was drawn to the demanding world of competitive sports from an early age. From the ages of 7 to 23 competing as a figure skater was a massive part of her life. When she wasn’t competing in a regional or national competition, her rigorous training schedule took up countless hours of her day. Figure skating not only instilled her with dedication and discipline, which has had a profound impact on the energy that she brings to her life and work, but it also helped her to cultivate her skills as a storyteller.
“Skating has never been just about competition; it was about resilience, hard work, commitment, consistency, patience, self-expression, body language, emotion and elegance. Performing on the ice was always a way for me to tell stories, share my emotions,” she explains.
“From the music I pick, to the movements I choreograph, to the custom-made dress I wear, the make- up, the hair style,… It’s through all these elements and details combined together that I would feel confident about the story I want to tell and the emotion I want to steer in people. And this deeply influenced my career choices and my vision toward life and work.”
Landing an internship with Alexander Wang during Paris fashion week back in 2015, Emma initially envisioned a career in fashion, however she was also strongly pulled towards working in the world of sports and event production. Wanting to merge creativity with the fast-paced energy of live experiences, she pursued degrees in Sports Management and International Business, which led her to work on major sporting events and brand activations. She began as an Event Coordinator at Reebok CrossFit Louvre CrossFit coordinating competitions like the 2017 and 2018 French Throwdown, before transitioning to the automotive industry. There she worked as an Event Project Manager for Driving Evolution, helping to produce high-profile events including the BMW M Town Experience Tour, BMW 24H du Mans, Porsche Roadshow and Alpine Exclusive Drive.
While she loved event production, she felt an increasing pull toward the creative side of storytelling, and the desire to weave together visuals, branding, in-person activations, and fashion to create immersive experiences. In 2019 she joined Paris-based creative agency Digital Playas, which specialized in digital marketing and brand activation in the sports industry. A pivotal transition from event production to the creative side of the sports industry and storytelling, Emma spent 2 years creating and developing creative concepts and digital campaigns for brands, but the production side of the process was still missing. It wasn’t until she discovered Race Service that she found the perfect space where all her passions could collide.
“When I set foot in the office for the first time, there was no doubt in my mind that this was the place for me, where I needed to be. From the aesthetics of the office to the area of expertise, the vision, the atmosphere, the team, this place in itself was the combination of everything I’d ever looked for in a company. I stepped in and never left,” she recalls.
“The little bonus that made the difference was when Jacob told me about the apparel team. I’ve always been drawn to fashion. It was actually the first industry I wanted to work in before sport.”
Since joining Race Service, Emma has played a pivotal role in bringing some of the agency’s most exciting projects to life. From directing creative campaigns for the Race Service apparel line, to shaping the monthly Rise & Shine event series, to producing and coordinating apparel collaborations and brand activations with Mercedes-AMG, Michelin, Porsche, Good Art HLYWD, Heineken and Red Bull, her ability to craft unforgettable experiences has led her to become a leading force in the field. But one of her most fashion-forward projects came last year, when she helped bring the T-Mobile Future Champions capsule collection to life.
Looking to bridge fashion and motorsport culture, T-Mobile contacted Race Service to help them create something memorable and innovative for the 2024 Las Vegas F1 Grand Prix– the result was the Future Champions Capsule Collection. Helping to develop the graphics, choose the colors and coordinate with the production factories, Emma worked alongside Race Service Project Manager Sarah Mei Roden and Art Director Max Vandenberg to create a bag, two t-shirts, a hoodie, and two hats.
Emma explains, “The idea here was to create a capsule where every piece works together seamlessly — so you could layer it all, or mix and match them without it feeling forced.”
Diving into the golden era of motorsports, the team focused on two races that took place in the parking lot of Las Vegas Caesars Palace Casino in 1981 & ’82 for inspiration. The first race, which took place in 1981 and was won by Alan Jones, included numerous existing and future world champions– an idea that became the foundation for the collection.
As Creative Producer on the project Emma played a crucial cross functional role that went beyond simply developing the clothing capsule, but also extended to handling the creative launch campaign and social media.
Emma recalls, “We also set out to make a launch film that merged the raw energy and history of Vegas street racing with a stylish, modern, and futuristic edge. The storyline revolved around two characters, a powerful team boss directing a driver whose race unfolded entirely as a holographic projection.”
Working closely with Creative Director Rod Chong, Emma was a key contributor in developing and executing the artistic vision and production of the shoot all the way down to the casting and styling. With movement being a constant source of inspiration in her life and work, Emma, in her effort to bring the vision to life, brought together two dancers and performers as actors in the film, which were integral to creating a modern, artistic and choreographed look to the film.
“Social assets became the final push and Emma created such a powerful trust within the team that she would handle business and crafted exceptional storytelling across all social deliveries. Emma’s balance of effortless creativity and drive to do whatever the team needs is priceless,” explains Art Director Max Vandenberg.
“It’s great to see her embracing the many hats we have to wear as a small team… Without Emma on this team, we would need to replace her with at least 3 or 4 people.”
Through her work as a Creative Producer at Race Service, Emma has found the perfect place for her diverse skill set to thrive. From leading immersive brand experiences to overseeing creative direction in apparel, she operates at the intersection of storytelling, fashion and motorsport culture, wearing multiple hats to bring bold ideas to life.
“At Race Service, no one has just one job. The team is incredibly versatile, and the company pushes everyone to expand their skill set in multiple areas,” Emma explains.
From shaping brand campaigns and directing photo shoots to managing product launches and producing client activations, Emma seamlessly blends storytelling, strategy, and execution. Her ability to bridge motorsport, fashion, and culture has made her an integral force at Race Service, where she continues to push creative boundaries across every project she touches. No matter where her creative path leads next, one thing remains certain, Emma is not just following trends, she’s helping define them.
“Emma is the entire package. She has traveled from Paris to Los Angeles, has amazing style, incredible work ethic, displays professional organization on every project and pushes the limit creatively allowing for fresh ideas consistently,” says Race Service Executive Creative Director Ryan Davis.
“Her eye behind the lens and editing style compliments her ability to set dress and influence fashion choices to an absolutely top level and soon will break further into the international market. Without a doubt, Emma is one of the most focused, uplifting and talented creatives I’ve had the chance to work alongside.”
