F1 GP City Matcher

TYPE OF WORK

Art Direction / Digital Experience / UX & UI / Brand Activation

IDEA

Turn Formula 1 fandom into a personal discovery game.

OVERVIEW

Developed the creative direction for Heineken’s F1 GP City Matcher, an interactive digital experience designed to activate the brand’s Formula 1 sponsorship through play and participation.

The platform transformed race destinations into personalized matches, connecting users with Grand Prix cities through a fast, shareable experience.

MY ROLE

Contributed to the core concept and creative direction, shaping how the experience translated into an engaging digital journey.

Art directed the visual language and interaction flow, ensuring clarity, pace and consistency across the experience.

Defined key UX and UI principles, balancing usability with a dynamic, game-like feel.

CHALLENGE

Make a global sponsorship relevant for a younger, digital-first audience, moving beyond passive exposure into active engagement.

CREATIVE APPROACH

Reframed Formula 1 as a cultural and personal space rather than a purely sporting one.

Built a simple matching mechanic that connected user personality traits with iconic race cities, blending entertainment, travel and brand storytelling into a seamless interaction.

Designed for speed and shareability, encouraging repeat engagement and social amplification.