The Florida Council of 100 Miami F1
Client: The Florida Council of 100
Brand: The Florida Council of 100
Type: Creative Technology, Entertainment,
Service: Experience Design & Creative Direction
The Miami Grand Prix is one of the biggest weekends on the U.S. sporting calendar, bringing together leaders from business, technology, sport, and culture. Inside the Paddock Club over race weekend, Mayda partnered with Florida Council of 100 to bring it’s Ambition Accelerated campaign to life through an immersive experience that put guests in the F1 driver’s seat.
FC100’s ‘Ambition Accelerated’ campaign aims to position Florida as a state where businesses can start, scale, and thrive like no other. At the Miami Grand Prix, we translated that ambition into an experience built around competition.
Guests stepped into a custom racing simulator and went head-to-head around a Florida-inspired circuit, where every lap combined speed, strategy, and familiar landmarks from across the state, as drivers raced across a future vision of Florida’s Gold Coast.
BEHIND THE SCENES
Anchoring the experience was a sculptural F1 car emerging from the Florida peninsula; part installation, part invitation, it became a natural focal point within the Paddock Club, drawing crowds throughout the weekend and pulling guests into the action.
Inside the simulator, real-time competition, live leaderboards, and personalised race content transformed each session into its own event. Guests tracked lap times on live leaderboards, challenged each other in friendly competition, and returned throughout the event to improve their standings.
GAMEPLAY
At the core of the experience was a custom Unreal Engine racing platform. Powering the activation across all three days, the real-time system translated Mayda’s vision into an interactive experience spanning gameplay, live race capture, and personalised race films. The result was an experience that extended beyond the race itself, giving guests something to share, compare, and revisit after they stepped out of the driver’s seat.
“Guests received personalised race films within minutes of participating, creating a highly scalable real-time media pipeline inside a live event environment.”
Nick Braccia, Director of Strategy, Mayda
Across three days, more than 350 guests took part, generating over 39 hours of active engagement. Many returned for repeat laps, turning the experience into a recurring destination within the Paddock Club. Personalised race films extended the competition beyond the track, sparking downloads, shares, and conversation across digital platforms throughout the weekend and beyond.
