Overview: Played a key role in securing the pitch and led the creative for three global activations. Focused on evolving the fan experience by introducing unique, engaging concepts beyond traditional simulators and pit stop challenges.

Concepts:
Blast Lane – A pulse raising theme park blast that leans on the silly side of speed.

Virtual pit Tour – An AR experience where you can step into the real Red Bull Pit Garage and snoop around.

Paint Shop – An AR activation that allows you to design your own livery before projecting it on to a real life model in the Fanzone and walk around in it.

Results: Developed Blast Lane, the most successful activation, which outperformed all others in engagement and throughput, including the popular racing simulators. Its success led to its expansion in 2023 and 2024, doubling in size. As part of the project worked closely with our Design Director to create a refreshed identity in under 2 weeks for the Fanzone that the internal F1 team had struggled to find a solution for.