Messages
of Forza
A hands-on Ferrari fan activation at the Miami Grand Prix, showcasing HP’s AI PC and printing technology.
| Client | HP |
| Event | Miami Grand Prix |
| Year | 2025 |
| Role | Executive Producer |
| Discipline | Live Activation |
| Agencies | Droga5 + Accenture Song |
The multi-day activation leading up to the 2025 Miami Grand Prix was, fittingly, a race to the finish. With just a few weeks to prepare, HP tasked Droga5 and Accenture Song with building multiple experiences for their Miami pavilion. As Executive Producer, I oversaw the full event, with three in-person activations running in tandem, and fully produced the online and on-site Messages of Forza experiences. (Forza is what Ferrari fans call themselves.)
Words on the car
Messages of Forza invited Ferrari fans to send words of encouragement to the team and its drivers. The first phase launched online a week before the race: through a WebGL interactive site, over 100,000 fans submitted messages in the first 24 hours. HP’s AI first scored every message for creativity, language diversity, and appropriateness and surfaced the top 100. Ferrari then curated that shortlist down to 60, which were printed, on a large-format HP printer, onto the cloth covering the new 2025 race car. Leclerc and Hamilton pulled it back to reveal the car at the pavilion.
Voices for the drivers
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.