Trackside With Meta AI an immersive AI-powered fan activation
At the F1 Las Vegas Grand Prix, Meta set out to create a fan experience that brought people as close as possible to one of the most exclusive and high-pressure environments in motorsport: the pit wall. The activation, staged inside the Mercedes-AMG Petronas Formula One Team fan experience at Aria, combined physical immersion with generative AI to transform spectators into participants. Public project details describe a full-scale five-seat pit wall replica, complete with engine sound, wind, and seat-rumble effects, designed to simulate the intensity of being trackside during a live race.
as EVP, I helped oversee the creation of this amazing digitally driven fan activation that recreated the intensity of the Formula 1 pit wall. The project combined immersive environmental effects with a generative AI layer that produced personalized, shareable content for participants. Public reporting on the project describes a custom LoRA model trained on bespoke wind and lighting data, with the experience generating more than 5,000 unique outputs. The result was a high-impact example of how experiential design and AI can work together to create memorable branded engagement.
From a leadership perspective, this project reflects the kind of work I enjoy most: building the bridge between ambitious creative ideas and the technical systems required to make them real at scale. It sits squarely in the space where immersive experience, emerging technology, and operational execution meet, translating innovation into something people can feel and remember. The real joy was seeing 5000+ smiles on F1 fans.
