FORMULA 1
American Express
experiential, interactive, UI
Bringing American Express into Formula 1 through two flagship experiences: the launch of the brand's F1 Academy partnership in Miami, and an immersive fan experience at the Canadian Grand Prix in Montreal.
F1 Academy — Miami Beach
To launch Amex's F1 Academy partnership, we created "A Celebration of Women with Drive" at Temple House, Miami Beach. The #17 livery was revealed through projection mapping that transformed the venue, capped by an exclusive acoustic set from Camila Cabello.
Canadian Grand Prix — Montreal
Designed the Amex Fan Experience footprint in the Parc Zone at Circuit Gilles-Villeneuve. The centerpiece: an interactive Livery Designer where fans created and took home their own version of an F1 car, alongside driver evaluations and self-shot driver intros.
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Brand: American Express
Project: Amex x F1
Agency: The Team