Digital Hive Mind was selected by Bombshell Productions to co-create an experiential activation for the unveiling of the new PUMA x F1 licensee partnership. The exclusive VIP celebration was produced by 424 Productions and hosted at Swan Restaurant ahead of the Formula 1 2023 Miami Grand Prix weekend. Digital Hive Mind provided art direction, illustration, and graphic design for a custom slot car racetrack featuring iconic Miami landmarks, including highlights from the Calle Ocho neighborhood, Art Deco architectural structures from Miami Beach’s Ocean Drive, Wynwood Art District, and the Miami Dolphins’ Hard Rock Stadium.
“DHM’s multidisciplinary experience made them a valuable partner for this highly creative project for PUMA. A closely aligned collaboration was essential to choreographing custom fabrication with design concepts that would resonate with PUMA and F1 executives. The DHM team proved to be uniquely qualified creative partners in developing superior content that elevated the overall slot car track concept. We look forward to future opportunities for engagement between our companies.”
“Such a great project to work on. We created a fun, 80s-inspired, pop-up book environment with track elements, buildings, and Miami neighborhoods. The pop-up art commemorates the partnership between F1 and PUMA in Miami and provided brand engagement for guests as they competed on the massive slot car track.”
