MGM Resorts Shoey Bar

When Formula 1 announced a return to Las Vegas after 40+ years, the sporting world lost its collective mind. Fans clamored for tickets, hotels offered million-dollar packages, and even the whales – used to having everything comped for them – had to open their wallets to be part of this weekend.  With so much excitement – and 315,000 fans attending race weekend – brands flooded in, spending exorbitantly on partnerships and activations to try and capture a fraction of fans’ attention. As the biggest operator on the strip, MGM wanted in too.  But how do you stand out?

THE BRIEF: Make the spectacle of F1 even more spectacular.