This project anchored itself around the first Formula 1 race in Saudi Arabia and put the spotlight on one of its main sponsors: Aramco, the largest petroleum company in the world. The digital activation consisted of a Snapchat AR national lens that aimed at engaging fans and giving them the chance to connect with the sport digitally. The campaign was deployed nationally to create awareness around the upcoming event we developed and engaged the audience through active customization of the F1 car and helmet.
