The Brief
Liberty Media, the new owners of Formula One, wanted to turn every Grand Prix weekend into a Super Bowl-style week of activity. This event was to be their first and loudest statement of intent.
The Idea
A team of large-scale event specialists was assembled to create a day of activity spanning education and community, heritage, sponsor features and live car runs.
How It Worked
F1 Live took place on 12 July 2017 and invited guests to watch Formula 1 teams, drivers and cars alongside live music acts, in a live stage show in Trafalgar Square and a car parade through Whitehall — the first time in Formula 1 history that all 10 teams came together outside a race weekend to perform for the public. The Live London Show and Parade was the biggest commercial show to take place in Trafalgar Square in a decade: around 100,000 guests attended, with the event broadcast globally across more than 30 channels. Sean Bratches, Formula 1’s managing director of commercial operations, called it “the most striking example yet of Formula 1’s evolution.”
My Role
As Creative Director I oversaw all creative and design, as well as the activations on Trafalgar Square, working closely with Formula One Management and the racing teams on a very fast turnaround.
