T-Mobile x
F1: Las Vegas Grand Prix
Art Direction
T-Mobile is the exclusive 5G partner of Formula 1 Las Vegas Grand Prix, with a major presence across the Sphere Zone, Paddock Club, and flagship retail store.
In 2025, I led creative for the Sphere Zone experience across Club Magenta. Built around the theme, Speed of Light, the work positioned T-Mobile at the center of race-week energy through bold environmental storytelling and cohesive brand expression.
My role included developing the overall look and feel, mapping the guest journey, identifying key moments across the footprint like the silent disco, and leading environmental design throughout the space.
In 2025, I led creative for the Sphere Zone experience across Club Magenta. Built around the theme, Speed of Light, the work positioned T-Mobile at the center of race-week energy through bold environmental storytelling and cohesive brand expression.
My role included developing the overall look and feel, mapping the guest journey, identifying key moments across the footprint like the silent disco, and leading environmental design throughout the space.
Art Direction: Speed of Light
A landscape where speed and precision collide.
This concept drew from the DNA of Formula 1, transforming momentum itself into an immersive environment. Neon beams and fluid light installations echoing the rhythm of the track, while aluminum and chrome pair with bold magenta accents for a striking balance of luxury and edge.
A landscape where speed and precision collide.
This concept drew from the DNA of Formula 1, transforming momentum itself into an immersive environment. Neon beams and fluid light installations echoing the rhythm of the track, while aluminum and chrome pair with bold magenta accents for a striking balance of luxury and edge.
Key Design Elements:
- Light trails that capture the motion of speeding cars;
- Futuristic forms made of sleek architectural lines and flowing curves echoing velocity and aerodynamics;
- Mechanical elements as sculptural details that surround members in an atmosphere that feel tactical and alive.
Together with my team at CAA, we developed a mood board and visual palette that unified the full T-Mobile x Formula 1 partnership, creating one cohesive look and feel to carry through every touchpoint of the brand’s presence at the Las Vegas Grand Prix.
