Lusail Speed Fest 2024
experiential producer and art director
Lusail Speed Fest 2024
experiential producer and art director
Lusail Speed Fest 2024
experiential producer and art director
Lusail International Circuit Art Experience Project for FIA World Endurance Championship and MotoGP Fan Zone Engagement
Lusail International Circuit Art Experience Project for FIA World Endurance Championship and MotoGP Fan Zone Engagement
The Ask
Deliver a series of high-impact fan zone activations over a 10-day production window that would boost on-site engagement and generate organic social shareability at an event drawing 100,000+ international fans.
The Insight
At large-scale motorsport events, fans spend most of their time on foot, moving through fan zones between races — walking past static signage and sponsor booths without a reason to stop. The real opportunity wasn't to add another thing for fans to look at, but something for them to walk into, stand on, and share.
The Strategy
Grounded in the natural walking patterns and behavior of fans moving through the circuit's fan zone, the strategy centered on 3D floor-art installations, using the ground itself, the one surface every fan was guaranteed to engage with, as the canvas. Commissioned by the Lusail International Circuit, the installations were strategized, conceptualized, art directed, and produced to turn passive foot traffic into an interactive, highly photographable moment, engineered specifically for social shareability during the World Endurance Championship (WEC) and MotoGP events.
The Ask
Deliver a series of high-impact fan zone activations over a 10-day production window that would boost on-site engagement and generate organic social shareability at an event drawing 100,000+ international fans.
The Insight
At large-scale motorsport events, fans spend most of their time on foot, moving through fan zones between races — walking past static signage and sponsor booths without a reason to stop. The real opportunity wasn't to add another thing for fans to look at, but something for them to walk into, stand on, and share.
The Strategy
Commissioned by the Lusail International Circuit, this dynamic mural project was strategized, conceptualized, art directed, and produced to enhance public engagement during the prestigious World Endurance Championship (WEC) and MotoGP events.
Capturing the adrenaline of WEC and MotoGP, these murals fused bold motorsport aesthetics with traditional Arabic calligraphy to transform the fan zone into an immersive visual playground.
Capturing the adrenaline of WEC and MotoGP, these murals fused bold motorsport aesthetics with traditional Arabic calligraphy to transform the fan zone into an immersive visual playground.
Key Features:
Immersive 3D Art: Floor installations used optical illusions to simulate speed and depth, inviting fan interaction.
Cultural Synthesis: A dynamic blend of high-speed racing motifs and local artistic heritage.
Viral Impact: Strategically positioned to spark social sharing and amplify the event's energy.
Capturing the adrenaline of WEC and MotoGP, these murals fused bold motorsport aesthetics with traditional Arabic calligraphy to transform the fan zone into an immersive visual playground.
Key Features:
Immersive 3D Art: Floor installations used optical illusions to simulate speed and depth, inviting fan interaction.
Cultural Synthesis: A dynamic blend of high-speed racing motifs and local artistic heritage.
Viral Impact: Strategically positioned to spark social sharing and amplify the event's energy.
Live Art Activations amplified the fan zone energy by bringing the studio to the street. I executed large-scale graffiti murals in real-time, turning the creative process into a high-octane performance that mirrored the intensity of the race.
Live Art Activations amplified the fan zone energy by bringing the studio to the street. I executed large-scale graffiti murals in real-time, turning the creative process into a high-octane performance that mirrored the intensity of the race.
Live Art Activations amplified the fan zone energy by bringing the studio to the street. I executed large-scale graffiti murals in real-time, turning the creative process into a high-octane performance that mirrored the intensity of the race.
