F1 GP City Matcher
At Iris Amsterdam, I worked on Heineken’s F1 GP City Matcher — a playful digital experience designed to turn Formula 1 culture into personal discovery. By matching users’ personalities with iconic Grand Prix cities, the project transformed Heineken’s F1 sponsorship into an engaging, shareable brand moment.
My role
Art Director / Designer. Contributed to the core concept, art direction and visual flow of the experience. Shaped interactions, supported UX and UI decisions, and defined the overall look and feel to keep the journey fast, intuitive and entertaining.
Problem / opportunity
How to activate a major global sponsorship in a way that feels relevant to younger, digital-first audiences — beyond traditional advertising.
Creative thinking
Make F1 personal. Use a light, game-like mechanic to translate the premium, high-energy world of Formula 1 into an accessible, curiosity-driven experience, blending entertainment with brand storytelling.
Outcome / impact
A high-engagement digital activation that increased brand visibility and participation. The experience deepened emotional connection with the brand and reinforced loyalty through the chance to win an exclusive Grand Prix weekend with Heineken at the center of the action.
