F1 is the pinnacle of speed and exhilaration in motorsports. With the third F1 race in Miami approaching, sales of ticket packages were lagging compared with the demand of the event’s first two years. The race organizers reached out to us for help creating a campaign targeting three key objectives: increasing awareness of the race, driving Campus Pass ticket sales, and connecting with motorsport fanatics. Working with a tight timeline, we fast-tracked development of a visual identity and a series of video, audio, and out-of-home content, including billboards in NYC. As the campaign progressed, the audience evolved, and we catered content to more specific target demographics.

Along with the thrill of racing, F1 in Miami promised a party atmosphere with live music, food, and art to broaden the appeal beyond racing fans. Our work embraced the unmistakable sounds and speed of F1 interspersed with the iconic feel of sunny Miami through fast-paced edits, sound design, and South Beach-inspired music.