With the goal of hosting the greatest modern sports event ever seen, Formula1 hired us to create the brand identity for the Las Vegas Grand Prix. Talk about an adrenaline rush. We had the privilege of finding cohesive elements to visually marry two global brands - Las Vegas and Formula1. Many themes intersected: The allure of excellence. The awe of excess. The artistry of performance. The drama of risk. The tension of anticipation. The thrill of victory... all culminating to create an unmistakable fusion of elegance and adrenaline. The F1 Las Vegas Grand Prix creates an unmatched magical rush and undeniable sensory overload. With the race going through the heart of the Strip, we strategized a way to reflect back this iconic city through racing. Our look and feel includes red hot reflections, time-lapsed speed, smooth chrome, and distorted imagery symbolizing the race and the city converging into one, consuming every fan's five senses. Our campaign messaging focused specifically on this sensory overload, challenging fans to “sense it.” And “sense it” they did; The F1 Las Vegas Grand Prix earned more revenue than any other Grand Prix in the history of Formula 1 with the added benefit of an estimated economic impact of $1.2B. Forbes published this review: “The Las Vegas Grand Prix delivered in every possible way: the fan experience, the entertainment value, the competition, and the F1 spectacle all exceeded expectations.”