“The Best Car Reveal of All Time”
Designing an Award Winning F1 Experiential Event for Visa Cash App Red Bull
Cash App partnered with NVE to create an experience for the launch of their new F1 team livery inspired by the Cash App Chameleon Card. Grab the attention of Miami and the F1 world and create something that speaks to this audience authentically and makes them want to share with their communities to ultimately to grow and establish the Cash App fan base of furiously creative contenders.
I was brought on as the Art Director to bring the graphics of VCARB Wash visuals to life. Channeling the adrenaline of being trackside at an F1 race, the spirit of Miami, the bold personality of the Cash App Chameleon Card, and the team’s new colorful livery. I applied this vision through visual elements of the experience, from merch and signage to DJ booths, claw machines, stickers, and more.
The result was a multi-sensory experience that felt both authentically Miami, unmistakably Cash App—that stole the spotlight from F1 giants like Ferrari, with fans and media calling the Visa Cash App Red Bull’s event, “The Best Car Reveal of All Time.” And earned our team a "Best Formula 1 Brand Activation" from BizBash and a Silver Clio in the Sports category.
Project Scope
— Graphics & Art Direction
— Packaging
— Environmental Design
Team
— Melissa Murphy, Creative Director
— Allison Myers, Experiential Designer
— NVE Experience Agency
— LUTN, Fabricator
Clients:
—Visa, Cash App, Red Bull Racing, Hugo, Voss
Results
—1.3 Billion Impressions
—70+ Press Placements
—300% Chameleon Card Order Increase
—43K Follower Incresae
—2x Award Winning (Sliver Clio and Biz Bash)
Graphics Identity
Graphics are informed by our chameleon sheen, bubbling forms and dripping paint. Layered textures, shapes and words ooze together to wrap around walls and fill spaces. Iridescent gradients charged by the Miami sunsets and amorphous blobs add unexpected accents to the installation.
Watch the Livery Reveal in Action
As guests entered the car wash, they were greeted by the team car concealed in graffiti paint. In real time, media and fans watched as our pit crew worked fast and furiously to wash away the paint, revealing the vibrant new livery. Guests could then join in on the fun through interactive moments like a graffiti wall, custom airbrush t-shirts, and a claw machine filled with collectible car-themed prizes.
