In this series, we ask Imagination talent all about the experiences that have made them who they are. This month we spoke to Alfie Moger, Junior Events Executive from our Coventry studio.
A bit about me…
I’m really into cars and motorsport, it has always been a huge passion of mine. I love racing, car culture and especially attending events and being around the atmosphere that comes with them. I also love to travel the world, experiencing new places, cultures and meeting new people. I recently travelled to Dubai and spent ten incredible days immersed in everything the city has to offer. The experience was truly eye-opening, revealing a new perspective on the world’s diverse possibilities!
The creative experience that has influenced me the most…
Visiting the Goodwood Festival of Speed when I was younger influenced me hugely and shaped my interests. Being there felt different from watching and experiencing cars anywhere else; it wasn’t just about racing, but also about storytelling, atmosphere and celebration of automotive culture across generations.
My industry hero is…
Lewis Hamilton is a hero of mine; he’s not just one of the most successful drivers in motorsport history, but is someone who’s shaped the modern image of the sport. I admire how he’s pushed boundaries both on and off the track, from driving his influence on fashion, culture and social change. He has definitely helped make motorsport feel more global, diverse and relevant to my generation.
The piece of work I’m most proud of…
My dissertation was 10,000 words, which I based on how marketing has adapted over time to attract Generation Z. I put a huge amount of research into it, looking at how brands have evolved their messaging, platforms and creative strategies to stay relevant to younger audiences. The thing that made me most proud about this project was the moment I finally connected the dots between shifting social trends and brand longevity. It was extremely rewarding to move beyond the surface level and identify the specific ‘why’ behind Gen Z’s behaviour. Knowing that I had uncovered actionable insights into how authenticity is replacing traditional marketing made all those late nights feel completely worth it.
The piece of work that makes me cringe…
Some of my early university projects, mainly because I played it too safe. At the time, I was focused on ticking boxes rather than pushing ideas. On reflection, it was useful as it shows how much my confidence and creativity have developed and grown.
The experience I wish I had created…
Looking back, I often wish I was able to have joined the team sooner, especially to have been part of the past season’s events for the Jaguar TCS Racing team. Watching those moments unfold, I could already see how closely they aligned with everything that excites me about motorsport, storytelling and live experiences. Now, I’m incredibly fortunate to be here, supporting, contributing to and growing alongside the team and playing a role in bringing their events to life.
Advice to my 18-year-old self…
Say yes more often and don’t wait until you feel “ready” – you learn the most by doing.
What’s next?
A journey that is powered by Imagination, working closely with the motorsport team on their events while focusing on growth, continuous learning, and innovation within the automotive events industry. Together, we aim to elevate, push creative boundaries and build impactful experiences that drive the industry forward.
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