During my tenure as the EVP of Creative Production at FEVO, I led production for the 2022 and 2023 FEVO Fan Lounge at the annual F1 race in Austin, TX, shepherding the project from ideation to build-out to onsite management of the activation during race weekend.

As one of FEVO’s primary consumer marketing initiatives each year, our two major KPI were brand awareness and brand affinity.

To ensure maximal brand awareness, we produced a series of bright, punchy brand assets that were installed throughout the lounge, immersing attendees in FEVO pink and yellow. We used this same custom branding on a limited run of hand fans that we distributed to attendees, providing both utility and a brilliant OOH branding moment, as hundreds of attendees carried these eye-catching fans around the grounds throughout the weekend.

To build brand affinity with the approximately 10,000 attendees who came through the FEVO Fan Lounge each race weekend, we executed a series of memorable experiential touch points, including a full line-up of local DJs, a weekend-long competition on our co-branded F1 race simulators and limited edition commemorative prints inspired by vintage F1 racing posters.

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