One of the greatest spectacles in global sport in 2023 was Las Vegas’ inaugural F1 Grand Prix. With 110,000 viewers at the track and 200 million viewers watching on TV, the stakes were raised.

Paramount+ bet big on The Sphere, incredible new technology and the world’s biggest screen, sitting on one of the races’ most high-profile corners. With a global following itself, splashed all over social media, the mix of this screen and the F1 race was intoxicating.

The challenge was to work with this unique screen for the first time, part art-piece, part marketing opportunity and feature the brand, make it compelling and show off some of the mountain of entertainment that is featured on Paramount+.

Partnering with award-winning agency Nathaniel Howe Studios, the team hit the tables running, working with state of the art 360 mapping, testing the screen at the Sphere’s Burbank facility and learning the best way to make the most of F1’s camera angles.

Paramount+ was the first streaming service to show on this screen. The bet paid off, the Sphere showed off Paramount+’s great IP to a huge audience internationally, maximizing this marketing opportunity all the way to the checkered flag.

Credits:

Agency: Nathaniel Howe Studios

CMO Streaming: Domenic Dimeglio

CMO: Michael Engleman

EVP: Terry Minogue

SVP Program Marketing: Chad Ludwig

SVP Program Marketing: Shawn Silverman

SVP Design: Matt Hernandez

VP Marketing: James Cullen

VP Creative: Kevin Bjelajac

VP Creative: Janine Evangelista

Senior Director: Katie Allen

Senior Director: Michael Sutton-Long

Senior Director, Marketing: Victoria Spitalieri

Lead Designer: Stephanie Krueger

Director, Campaign PM: Jill Churcho

Senior PM: Tatianna Kroha

Senior CM: Gillian Kuhlman