F1 GP City Matcher
TYPE OF WORK
Art Direction / Digital Experience / UX & UI / Brand Activation
OVERVIEW
Developed the creative and visual direction for Heineken’s F1 GP City Matcher, an interactive digital experience that turned the brand’s Formula 1 sponsorship into a playful, shareable discovery tool.
MY ROLE
Contributed to the core concept and creative direction of the experience.
Art directed the visual language and interaction flow.
Defined look and feel across the digital journey.
Shaped UX and UI decisions to keep the experience intuitive and fast-paced.
Designed key screens and interaction assets for the activation.
CHALLENGE
Activate Heineken’s global F1 sponsorship in a way that resonated with younger, digital-first audiences beyond traditional advertising.
CREATIVE APPROACH
Turn Formula 1 into a personal discovery game. A personality-based matching mechanic connected users with iconic Grand Prix cities, blending entertainment, travel and brand storytelling within a fast, interactive format.
OUTCOME
Delivered a high-engagement digital activation that encouraged sharing and participation. The experience strengthened Heineken’s connection to Formula 1 culture while reinforcing brand affinity through the chance to win an exclusive Grand Prix weekend.
