Step Into the Driver’s seat.
Openbank × Formula 1
Circuit of the Americas, Austin TX — 2025
Role
Creative Director & Art Director
Openbank was entering its first F1 partnership and needed
a Fan Zone presence that did more than show up,
it had to make tens of thousands of race fans stop, engage, and share.
The Work
We built a tech-forward brand experience anchored by a custom AR Mirror photo activation. Fans stepped up, got virtually suited in full F1 driver gear in real time, and walked away with a personalized race poster to share. The result: a line that didn't stop all weekend.
The footprint extended across a bold red branded tent, live social wall, Openbank app demo stations, and an "O"-shaped merch kiosk — every touchpoint designed to convert race-day energy into brand love.
AR experience built in partnership with Atomic Digital Design — powered by real-time 3D and body segmentation.