F1

Introduction:

As the Head of Design at Wasserman, I was given the challenging task of conceptualizing and executing a project for Formula 1. With the racing season fast approaching in two weeks, I assumed leadership, guiding the project from inception to completion.

The process involved active collaboration and coordination with our internal team and external agencies. I played a hands-on role, traveling and ensuring alignment at every step of the way to create a remarkable end product.

Project Focus:

The existing F1 Fanzone brand activations largely depend on technology to mimic key elements of the racing experience. However, we acknowledged that for newer fans, the appeal of the sport lies as much in the personalities, drama, and human stories as it does in the speed and technology of the cars. With this understanding, we envisioned a Fanzone for the "Drive to Survive" generation that would be accessible, dramatic, competitive, and sustainable.

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That started of with creating a whole new rebrand for this years live activations.

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Our Strategy & Accomplishments:

We introduced a new digital layer that empowered fans to use their smartphones to tailor their entire Fanzone experience according to their convenience. This approach not only increased throughput but also catered to the needs of a social-media-savvy, on-demand audience.

The key elements of our project were:

Developing the F1 Fan Portal, a digital platform to engage fans with digital activations.
Implementing a system for fans to pre-book physical activities, thereby reducing wait times and enhancing user experience.
Enabling content collection and sharing capabilities, encouraging social media engagement.

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In conclusion, our work for F1 demonstrated an effective blending of technology, fan engagement, and dramatic storytelling, resulting in an enhanced fan experience. Our approach was both responsive to modern audience needs and adaptable, laying a robust foundation for future initiatives in fan engagement.