THE IDEA
Formula 1 is a global brand with a global reach. Part of the mystique of what makes the sport so unique, is the iconic liveries fans just love to talk about, a livery is can sometimes between them and their support for one team or the next. Formula 1 tasked us to tap into that insight for the final three races of the 2021 season in Qatar, Saudi & Abu Dhabi. So we asked ourselves: how do we put each and every fan attending the race in a position to design their very own F1 and display it for the world admire?
THE TECHNOLOGY
By blurring the line between physical and virtual, and using the digital layer as connective tissue, we were able to craft a unique experience that allows F1 fans to create their very own livery. Leveraging on webAR and a real-time responsive object, we recreated a faithful and true to scale car with over 18 different hot spots to fully customize from wheels, to back wing passing by protective halo.
SOCIAL-READY
With over 7000 unique users spread across the 3 GP’s, we embedded a social sharing functionality for users to get a pre-packaged animation of their creation ready to be shared on their favorite social media platform. Over the course of 9 days spread across three countries, the sport of F1 saw the introduction of more than 2700 brand new liveries. Enough to inspire the official teams in 2022? Time will tell.
