Intel wanted to leverage their Formula 1 sponsorship and demonstrate how their technology drives success within the BMW Sauber racing team. We executed a global experiential platform that allowed F1 fans to got deeper into the sport by engaging first-hand with Intel technology.

In order to make the most of their new $40MM sponsorship with the BMW/Sauber team, Intel needed to differentiate themselves from the vast multitude of Formula One sponsors and find a meaningful way to engage with fans. The result was Intel’s “The Inside Track,” a unique, brand-driven experience that tapped into the F1 fan’s hunger for insider knowledge on this technology-fueled sport and put what is essentially an ingredient-product at center-stage.

At a traveling footprint that accompanied races the world over, interactive touch-screen tables, customized laptop kiosks and racing helmet-pods gave people exclusive access inside the F1 team and the technology behind it.

CAD drawings of interactive touch screen tables and helmet pods featuring original Intel/F1 films (above). Actual touch screen tables and helmet pods in action (below).

Our modular logo designs featured the home track of the country in which the experience appeared:

To highlight Intel’s exclusive access into the core of F1 racing, we produced two original films featuring team drivers Jacques Villeneuve and Nick Heidfeld, narrated by racing legend Martin Brundle.