Ahead of the 2025 Australian Grand Prix, we worked with NoStanding, Binance, Pierre Gasly and the Alpine F1 Team to launch a campaign that fused sport, art and tech. At the heart was a fan-designed helmet inspired by Indigenous Australian art, unveiled through a giant mural, AR reveal and a wave of teaser content across Melbourne.

We led design, development and analytics across this artist-empowered AR mural experience. Partnering with Matt Adnate for the mural gave it authenticity and cultural sensitivity, while teaser posters and QR codes drove fans into an AR helmet reveal and competition mechanic.

The campaign made noise well beyond the track. The hero video racked up over 45M views, press coverage hit mainstream and crypto media, and fan chatter lit up Reddit. The helmet itself was later auctioned to support a First Nations charity, a perfect full-circle moment where storytelling, culture and community all came together.