Amex F1

Our first project with American Express was a crash course in speed and culture. With only weeks to prepare, we were tasked with launching their new sponsorship in Formula 1 across Mexico City, Japan, and Las Vegas. I stepped in as both Design Director and Co-Creative Director to define how Amex could enter this world without feeling like a logo dropped onto the track. The challenge was cultural authenticity, finding a way for Amex to connect with a community that lives and breathes F1.

My team built a new sub-brand that translated Amex’s values of service and access into the language of racing culture. We scaled it globally, creating multi-story Fan Experiences, private suites, and immersive activations that reflected the energy of each host city. Within these spaces, fans stepped into bold new moments: an AI-powered hype-trailer generator, a mirrored “infinity room” garage, customizable livery patches, and a Malbon merch collaboration that blurred the line between sport and streetwear.

We then launched Amex’s partnership with F1 Academy, unveiling a custom driver suit and car livery that signaled a true investment in the sport’s future. The result was more than a debut. Amex entered F1 as part of the culture, not just the conversation, a brand that could stand trackside with credibility while delivering experiences that felt as fast, global, and electric as the sport itself.

Collaborators:

Jason Fischer // Ward Williams // Eunhae Kang // Sean Cowie
Zuzu Boisson // Caleb VanDyke // Bri Garza