Peroni x Ferrari

Peroni Nastro Azzurro 0.0% wanted to put guests in the driving seat.

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La Bella Formula was an event built to do that through a series of multi-sensory activities and spaces. Working from research around Ferrari's drivers and the Silverstone track, I shaped the visual direction across two spaces, each built around a different part of what a driver experiences.

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Visor Vision was a 10-metre video tunnel looping archival footage from Ferrari's vault, layered with driver chatter, sound effects and custom visuals.

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The Wet Lap moved guests into a low-lit infinity room built on a soundscape of rain and tyres on tarmac.

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Around them sat a full-size replica F1 car, photo booth moments, gifting and a Grand Prix watch party across the weekend.

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ECD: Ryan Shaw

Art Direction & Senior Creative: Jen Heale

Visor Vision Edit & Animation - Will Innes Smith