Messagesof Forza

The activation leading up to the 2025 Miami Grand Prix was, fittingly, a race to the finish. With a few weeks to prepare, HP asked Droga5 and Accenture Song to build several experiences for its Miami pavilion.

I oversaw the full event, with three in-person activations running at once, and produced the online and on-site Messages of Forza experiences. (Forza is what Ferrari fans call themselves.)

Fans sent words of encouragement to the team and its drivers through a WebGL site that launched a week before the race. More than 100,000 messages arrived in the first 24 hours.

HP's AI scored every message for creativity, language diversity, and appropriateness, and surfaced the top 100. Ferrari curated that shortlist down to 60, which were printed on a large-format HP printer onto the cloth covering the new 2025 car. Charles Leclerc and Lewis Hamilton pulled it back to reveal the car at the pavilion.

The message-covered 2025 Ferrari, revealed at the pavilion

The second phase brought fans on-site to record voice messages on HP's AI-powered, noise-cancelling laptops. AI again helped filter the submissions, and Ferrari curated the best into custom audio tracks for each driver, played through bespoke HP headphones ahead of their next race in England.

The on-site recording booth