I created an event brief for Porsche to highlight that F1 Miami was a record-breaking success from start to finish.
Client: Porsche
Role(s): copywriting
Agency: Public School
Cars, Culture and Cognac
The Formula 1 circuit hit the US on Sunday, May 8th, for the long-awaited inaugural Crypto.com Miami Grand Prix 2022 at the Miami International Autodrome. Cars, culture and cognac never looked so good together.
Old-school, die-hard motorsport maniacs and newer lifestyle audiences all found what they were looking for at F1 Miami. The 3-day party was filled with glitz, glamour and glory that united everyone.
Attendance & Viewership
Hard Rock Stadium hosted 242,955 fans. F1's regular broadcaster in the US is ESPN, but its parent network, ABC, took on the Miami Grand Prix broadcast, boosting viewership to 2.6 million.
Many attribute the record-breaking attendance and viewership numbers, at least in part, to F1's Netflix deal. In 2019, a documentary series, Formula 1: Drive to Survive, premiered on the streaming platform. The popular series gives a behind-the-scenes look at the drivers' lives and racing. On May 5, 2022, just in time for the Miami Grand Prix, the doc series was renewed for a fifth and sixth season.
The Circuit and Viewing Options
The Miami International Autodrome-a temporary circuit designed to feel permanent, was set in the Hard Rock Stadium complex in Miami Gardens, home of the Miami Dolphins franchise.
The 5.41km layout featured 19 corners, three straights, potential for three DRS zones and an estimated top speed of 320km/h. With elevation changes, especially between turns 13 and 15 and the turn 14-15 chicane, this track was definitely designed to thrill at every turn.
The entire ecosystem built around the racetrack was incredible. There were 11 grandstands as well as several team and sponsor-backed hospitality viewing areas-club houses, suites, villas and, of course, cabanas.
Fan Favorite Experience
A huge hit with fans, the Mia Marina was located between turns 4 and 6. The marina had big "Welcome to Miami" vibes with sun, sand, yachts and fake water. The 25,000-square-foot dry dock provided a backdrop for fans to capture their VIP energy with a photo.
Stand Out Automotive Activations
Exquisitely designed and engineered, Mercedes-Benz opened a captivating pop-up Mercedes-AMG Experience Center in the Miami Design District.
This is the third brand experience pop-up from Mercedes, with precious locations in New York and Los Angeles in late 2021. The Mercedes-AMG Experience Center touched on themes of design, technology, luxury and Formula 1. The 7,000 square-foot experience included a display featuring a range of Mercedes-AMG, Mercedes-EQ and Formula 1 vehicles.
Will.i.am
On May 5, Will.i.am hosted a reveal party, with Lewis Hamilton, to showcase a custom Mercedes concept at the Mercedes-AMG Experience Center. Jamie Foxx, Ludacris and other tastemakers attended the event.
Czinger
Czinger celebrated in style at their 21C launch party at Super Blue Immersive Studios. With a transcendent digital environment, guests enjoyed an immersive, light-based art experience. DJ Khaled attended.
Projected video clips of the 21C car on Laguna Seca provided the perfect backdrop for guests to explore the vehicle, experience cognac tastings and peruse $2M watches.
Ferrari
Ferrari put its 75th anniversary of the Prancing Horse celebration on full display with a parade of 75 Ferraris from throughout the years.
Noteworthy Celebrity Sightings
Best Lifestyle Brand Engagements
Berluti
In collaboration with Alpine, Berluti curated a Formula 1-branded shopping experience for fans at its Miami store. The racing team attended the one-day event.
Partnering with Berluti and the Parisian Mason, Berluti designed a one-off, made-to-measure case to contain the team's steering wheels. The Alpine F1 drivers also received elegance kits, fortifying their head-to-toe celebritv status.
TAG Heur
In partnership with the Oracle Red Bull Team, TAG Heuer took over
Jungle Plaza, located in Miami's Design District, with a pop-up go-kart track inspired by a true race environment. The starting line had a raised platform, and an iconic checkered flag signaled the end of the race.
A bold and textured mural of Max Verstappen's Oracle Red Bull Racing car and large shipping containers decorated with brand stories created the ideal space for TAG Heuer to dislav a selection of TAG Heuer watches designed in collaboration with Oracle Red Bull Racing.
Top Music Performances
Most Impactful Art Experiences
BWT Alpine and Game Pass Collab
There's no better example of the magic that happens at the intersection of art and technology than the car. That's why it's the perfect way to end our list highlighting the very best F1 Miami had to offer.
PC Game Pass and the BWT Alpine F1 Team collaborated to bring artistic PC rigs to F1 Miami. The computers were autographed by Esteban Ocon and Fernando Alonso.
Racing-Inspired Digital Art
Another captivating example of art meets technology took place in a first-of-its-kind exhibition brought to fans by Crypto.com. The best of web3 technology and F1 racing combined to create art from the raw kinetic energy of the race in real time.
Sensors were placed along the track to capture the speed, movement and sound of every lap. That data was used to create a collection of 57 NFTs, with chances for fans to win the unique digital art.
Formula 1 Plans to Expand in US
As of next year, Formula 1 will expand to have three American races, when Las Vegas joins Miami and Austin. The numbers and sheer amount of fan content created at F1 Miami makes one thing abundantly clear-America loves Formula 1, and the relationship is very much Instagram official.
Join the Unstoppable Expansion of F1
By getting in early in F1 Miami's development, Porsche can join other tastemakers and showcase its unmatched ability to both remain an iconic brand that honors its heritage while also creating new markets. And with Porsche and Audi entering the field in 2023, it's a perfect moment to participate in the unstoppable expansion of F1 in the US.