FORMULA 1 “PADDOCK CLUB”

Bringing the F1 Movie to life at F1 Miami Grand Prix.

The launch of Apple’s F1 movie brought our team to the Miami Grand Prix, where we led creative direction and production for an 8,000 sq. ft. VIP experience that became a weekend highlight. With just 36 hours to concept and 36 days to build, we transformed the paddock into an immersive space that blended racing, music, fashion, and film. Guests explored an APXGP LED garage, engaged with a Tommy Hilfiger collaboration, printed personalized trading cards, and gathered around a packed DJ stage powered by Apple Music. EA’s unreleased F1 game, reflex challenges, and interactive elements drew in talent from the film and kept energy high throughout the weekend. Appearances from stars including Travis Scott, Rosé, and Burna Boy elevated the cultural impact, while thousands of fans connected with the soundtrack ahead of its release. Across race weekend, the activation welcomed over 4,500 guests daily, hosted 30+ celebrity and VIP appearances each day, and logged more than 1,000 races through the F1 experience, cementing it as a standout moment in Miami’s Grand Prix history.