F1 | C'AR Museum : Case Study
Client: Formula 1 Las Vegas Grand Prix 2024
Project: C'AR Museum
Creative + Production: TigerLily
The Task
TigeLily was approached by Renegade Design to concept a virtual, augmented reality F1 museum for fans to experience at the 2024 Las Vegas Grand Prix.
The kicker? We only had 6 weeks to develop the idea and bring it to production. Being big fans of the sport, we immediately grabbed the wheel and took off.
Our Approach
Driven By Design
We knew we had to ideate quickly while also developing the technical underpinnings to drive the AR. We partnered with our friends at Banana Foundry and Balti Virtual, approaching both creative and experiential from the start. This allowed us to move fast while also developing ideas that were technically feasible within a live sporting event environment.
Due to the timeline, we knew we had to base the experience on mobile without any
kind of app download. While we kicked around ideas for VR goggles, the time to source and test wasn’t in our favor. Centering on phones allowed us to focus on an experience that would be widely accessible, though not without some design limitations.
After numerous rounds of ideation, we landed on 5 core experiences: a virtual track tour, a full-size virtual car, a steering wheel tour, a 360º virtual lap from the inaugural 2023 race, and a helmet selfie opportunity for fans to take and share with their friends. Each was built on a shared, modular and flexible design system that we could quickly deploy across the project.
Design Processs
Engineering the Edge
Our goal was to keep each experience very lightweight for quick loading on mobile devices. Fortunately, the Las Vegas Grand Prix brand guidelines were incredibly thorough and built around a few core colors and a variety of graphic patterns. We were able to distill the brand down to these core elements we could quickly re-use throughout, streamlining the experience while also maintaining unique visuals across each asset.
With F1 cars racing down the Las Vegas Strip at speeds excess of 200 mp/h, we knew the track was our centerpiece experience. We created a custom 3D model of the track complete with a car racing throughout. Highlights popped up at key points when the model car passed, adding bits of interesting information to compliment the beautiful design.
Our core goal was to keep the Las Vegas Grand Prix brand front and center. This extended beyond the AR assets into real-world signage that allowed fans to engage each experience. Full pedestal and table wrap designs were created using the same visual language to both catch attention and introduce fans to the look and feel before they even pulled their phone out.
Partnerships
Pushing As One
No great work gets created in a bubble and we firmly believe in our partnerships. This begins with our partnership with Renegade Design who provided invaluable feedback on how this experience would integrate with the wider fan zones throughout the race.
Working with our AR partners was as seamless as working with our own team. We all were aligned on creating the best possible experience within the space and time we had. Not only are they incredible technologists, they approach experiential with a story-first ethos which aligns perfectly with our approach.
And, of course, there’s no partnership more valuable than the one with the Las Vegas Grand Prix. In the middle of putting together a massive, 3-day sporting event that brings over three-hundred thousand people to the streets of Vegas, they were able to quickly give detailed feedback and make sure we were aligned both with their brand and the overall race experience for the fans.
Deliverables
The Checkered Flag
Come race day, the experience was rolled out live in the South Harmon Fan Zone at the 2024 Las Vegas Grand Prix. Since it was built with mobile in mind and the flexibility of being launched from a link or QR code, the organizers could extend the assets beyond just the physical location and promote it throughout the entire event. This also allows the experience to live on beyond just the race weekend to be used year-round for even more fans to enjoy.
Want to create something fans won’t forget? Let’s talk
