IWC aimed to make a bold return to the F1 scene during the Miami Grand Prix with a week-long activation that not only celebrated the excitement of Formula 1 but also premiered their new Miami Pink rubber strap. The challenge was to create a standout experience that blended the high-speed energy of F1 with IWC’s luxury and craftsmanship, capturing the attention of both racing enthusiasts and fashion-forward influencers.

My team and I proposed transforming Miami’s Museum Garage and Jungle Plaza into the IWC F1 Hub, an immersive space inspired by the vibrant art scene and IWC’s latest collection. Our concept included dynamic elements such as a content capture station, a mural by renowned artist Kobra, a celebrity basketball playoff, and multiple influencer events throughout the week. Central to the activation was the unveiling of the Miami Pink rubber strap, designed to fuse the worlds of fashion, luxury, and racing, creating maximum engagement for social media amplification.

While our proposal did not proceed to execution, it provided IWC with a creative, forward-thinking strategy that aligned with its brand values and the F1 audience and significantly influenced the final activation, contributing to its overall creative direction. The event was a major success, with IWC’s Miami Pink strap generating substantial buzz and the activation drawing attention from media and influencers alike. Our proposal demonstrated a clear vision that resonated with the brand’s goals, ultimately playing a key role in shaping the strategy behind the activation’s achievements.