Abu Dhabi Grand Prix

‘Another Formula 1 race’ was exactly what we couldn’t afford people to think.

So, we needed to change the conversation from what happens on the track, to everything around it.  

We made entertainment headlines as loud as the Formula 1 ones.

Building stories around the music. The fans. The celebrities. The atmosphere.

Creating cultural moments that everyone wanted to share, from the first-ever Paddock Bot to The Priceless Plate.

We showcased race week as the region's biggest entertainment event of the year, a destination-defining spectacle that extends far beyond the race itself.