Case Study · Heineken

A Formula 1 cockpit, open to everyone.

A virtual reality experience in a Formula 1 car with Felipe Massa, captured along the Rio de Janeiro waterfront.

360° capture

Virtual reality

Brand activation

01 / THE CHALLENGE

A seat almost no one gets to take.

Watching a race on TV is one thing. Being in the cockpit is another, and it’s an experience reserved for only a handful of people in the world. Heineken wanted to deliver that feeling to an audience that will never have access to the driver's seat.

02 / THE SHOOT

A 360 camera inside the car, on the Rio waterfront.

In partnership with Heineken, we placed a 360-degree camera in a Formula 1 car on the Rio de Janeiro waterfront, with Felipe Massa behind the wheel. The result puts the viewer in the driver's seat: they decide where to look as the car accelerates.

In 360 degrees, no one frames the scene for you. The direction stops dictating where to look and starts creating reasons to turn your head.

The film

Formula 1 like you've never seen it before.

360°▶Abrir no YouTube

For the best experience, watch via the YouTube mobile app and rotate your device, or use a virtual reality headset.

Credits

3D animation

Estúdio Pimp

Spatial audio

Maestro Billy

Direction and production

Lemonade

Why this project matters

Sponsorship becomes an experience when the audience gets inside.

Sports branding usually stops at the helmet logo and the pit wall. Putting a person inside the car changes the nature of the experience: it stops being brand exposure and becomes a memory that belongs to those who lived it.

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