With Lenovo and Formula 1, we created Race to Create, a fan-first experience where people could design their dream F1 car, see it instantly in AR, and receive a personalized cinematic video with their name on the track. To take it even bigger, we projected the winning designs 525ft high onto London’s Walkie-Talkie building, turning the city skyline into a canvas for fan creativity.

We built the full generative platform from the car customiser and AR engine to the real-time video rendering pipeline. Working with TBA, we delivered the digital experience, while Pixel Artworks brought it into the physical world with large-scale projection mapping. Together, we turned digital interaction into a live urban spectacle.

This project blended imagination with spectacle, proving that immersive tech can scale from mobile browsers to the skyline. With 21M social reach, 126M earned media impressions and 100% positive sentiment, it captured global attention and fan love. For us, it was the perfect mix of creativity, performance and cultural impact.