Formula 1 Las Vegas Grand Prix Plaza
Role: Creative Director – Experiential Graphics & Environments
Overview:
The Formula 1 Las Vegas Grand Prix Plaza was a high-traffic, globally broadcast fan destination designed to extend the race experience beyond the track. The environment required premium brand expression, sponsor integration, and flawless real-world execution under live-event conditions.
As Creative Director, I led all visual and environmental graphics from concept through installation, ensuring the experience translated at full scale in one of the most demanding live-event contexts in the world.
The Challenge:
Design and deliver a cohesive, premium visual system that:
- Matched Formula 1’s global brand standards
- Integrated multiple sponsors without visual dilution
- Functioned across large-scale outdoor environments
- Withstood real-world constraints: weather, fabrication, timelines, and live crowds
- All while maintaining creative clarity under extreme production pressure
Execution:
As CD, I owned the work end-to-end, not just the look, but the reality.
- Led design, motion, and experiential teams across all graphic assets
- Partnered closely with production, fabrication, and installation teams
- Reviewed materials, finishes, scale, and placement to ensure fidelity to the creative vision
- Solved on-site challenges in real time to protect design integrity
- I remained involved through installation to ensure that what was built matched what was designed
CONCEPT RENDERINGS
LIVE EXPERIENCE
