F1: The Movie
Intro
F1: The Movie is a proposed out-of-home (OOH) campaign to promote the film’s cinema release in Dublin. It was developed as a university industry project with industry partners Posterplan, Warner Bros. and OMD.
The challenge was to make Dublin audiences feel the speed and spectacle of Formula 1 before they ever reached the cinema, turning the train stations, bus shelters, shopping centres and buses they pass every day into moments of anticipation.
The work shown here is a set of proposed concepts and mockups. The campaign was not launched.
My Role
I worked across the whole project: research, strategy, creative concepts and design. I contributed to the audience survey and focus group, helped turn the findings into campaign insights and developed the interactive ideas at the heart of the campaign.
I designed the key visuals and produced the out-of-home mockups and motion pieces on this page, from the Connolly Station digital gallery, DigiPanels and DigiShelters to Dundrum DX, transport media and cinema formats.
Creative Concept
Drive the Thrill. Rather than placing a static poster in front of commuters, the campaign brings the energy of Formula 1 into everyday places. Screens respond to people: a car races along a station gallery with a swipe, bursts out of a DigiPanel, or is repainted in the colours of the person standing at a bus shelter. Each interaction turns a passing glance into a shareable, event-style moment that leads back to one message: see it in cinemas.
Expertise:
Adobe Photoshop
Graphic Design
Key Visual Design
Out-of-Home Advertising
Interactive Advertising
Campaign Concept Development
Mockup Design
Motion Design
Art Direction
Primary & Secondary Research
Sustainable Campaign Planning
Research & Insights
Low awareness, high expectations
We combined secondary research with primary research: an online survey of 64 people, mostly aged 18–24, and a 50-minute online focus group with five participants from Dublin. The findings shaped where the campaign should appear and how it should behave.
64
survey participants, mostly aged 18–24
5
focus group participants from Dublin
41%
of F1’s fanbase are women, growing fastest among 18–34-year-olds
01
Streaming dominates, but people still want special cinema experiences.
→ Make going to see the film feel like an event.
02
Trailers and star power drive decisions, yet awareness of the film was low.
→ Lead with the cast and key visuals in high-traffic places.
03
Out-of-home advertising has mixed impact without smart placement.
→ Use interactive digital formats where people wait and linger.
04
TikTok and friends influence choices more than traditional reviews.
→ Create moments people want to photograph and share.
Key Visuals
Poster directions
Cinematic, high-contrast key visuals built around speed and star power set the look of the campaign, then flexed across every format that follows.
Campaign Executions
Formula 1 in everyday Dublin
Seven formats take the campaign from the commute to the cinema foyer, with interactive digital screens at its centre.
01 — Connolly Station
Digital gallery: Drive the Thrill
A row of static posters invites passers-by to scan a QR code. Swiping right on their phone sends an F1 car speeding from screen to screen along the platform, turning the station into a racetrack.
02 — Interactive DigiPanels
The Ultimate Rush
On large-format street panels, an F1 car bursts out of a stadium scene towards the viewer, giving a familiar poster site a jolt of pure speed. Hand drawn and animated by me.
03 — DigiShelters
Racing car in your colours
A camera reads the colours a commuter is wearing and instantly repaints the F1 car on screen to match. Scanning the QR code downloads the personalised car, ready to share with #F1inMyColours.
04 — Dundrum DX
Above the escalators
A large-format digital screen at the heart of Dundrum Town Centre, one of Dublin’s busiest shopping centres with around 18 million visitors a year.
05 — Retail, Shelters & Commuter Points
Where Dublin shops, waits and travels
The key visuals adapted for digital retail screens, bus shelters and commuter points, keeping the film in view across the daily routine.
06 — Dublin Bus
Supersides, T-sides and lower rears
Bus formats carry the campaign across the city, reaching people on the street, in traffic and at every stop.
Social Extension
Snapchat lenses
Two AR face lenses take the campaign from the street to social feeds. One fits a 3D racing helmet over the user’s head as they move; the other places their face inside the film’s key art. Both turn fans into the stars of their own F1 moment, ready to share.
Sustainability
Lighter on the planet
The focus group raised concerns about F1’s environmental impact, so sustainability was built into the media choices from the start.
Eco materials
Recycled and recyclable prints
PVC-free fabrics
Non-toxic inks
Energy-efficient advertising
Solar-powered screens
LED and timed lighting
Motion-triggered visuals
Low-data mobile experience
Green energy partnerships
Bringing the thrill of F1 to the streets of Dublin through dynamic, immersive and sustainable out-of-home experiences.
Next work
F1: The Movie
Intro
F1: The Movie is a proposed out-of-home (OOH) campaign to promote the film’s cinema release in Dublin. It was developed as a university industry project with industry partners Posterplan, Warner Bros. and OMD.
The challenge was to make Dublin audiences feel the speed and spectacle of Formula 1 before they ever reached the cinema, turning the train stations, bus shelters, shopping centres and buses they pass every day into moments of anticipation.
The work shown here is a set of proposed concepts and mockups. The campaign was not launched.
My Role
I worked across the whole project: research, strategy, creative concepts and design. I contributed to the audience survey and focus group, helped turn the findings into campaign insights and developed the interactive ideas at the heart of the campaign.
I designed the key visuals and produced the out-of-home mockups and motion pieces on this page, from the Connolly Station digital gallery, DigiPanels and DigiShelters to Dundrum DX, transport media and cinema formats.
Creative Concept
Drive the Thrill. Rather than placing a static poster in front of commuters, the campaign brings the energy of Formula 1 into everyday places. Screens respond to people: a car races along a station gallery with a swipe, bursts out of a DigiPanel, or is repainted in the colours of the person standing at a bus shelter. Each interaction turns a passing glance into a shareable, event-style moment that leads back to one message: see it in cinemas.
Expertise:
Adobe Photoshop
Graphic Design
Key Visual Design
Out-of-Home Advertising
Interactive Advertising
Campaign Concept Development
Mockup Design
Motion Design
Art Direction
Primary & Secondary Research
Sustainable Campaign Planning
Research & Insights
Low awareness, high expectations
We combined secondary research with primary research: an online survey of 64 people, mostly aged 18–24, and a 50-minute online focus group with five participants from Dublin. The findings shaped where the campaign should appear and how it should behave.
64
survey participants, mostly aged 18–24
5
focus group participants from Dublin
41%
of F1’s fanbase are women, growing fastest among 18–34-year-olds
01
Streaming dominates, but people still want special cinema experiences.
→ Make going to see the film feel like an event.
02
Trailers and star power drive decisions, yet awareness of the film was low.
→ Lead with the cast and key visuals in high-traffic places.
03
Out-of-home advertising has mixed impact without smart placement.
→ Use interactive digital formats where people wait and linger.
04
TikTok and friends influence choices more than traditional reviews.
→ Create moments people want to photograph and share.
Key Visuals
Poster directions
Cinematic, high-contrast key visuals built around speed and star power set the look of the campaign, then flexed across every format that follows.
Campaign Executions
Formula 1 in everyday Dublin
Seven formats take the campaign from the commute to the cinema foyer, with interactive digital screens at its centre.
01 — Connolly Station
Digital gallery: Drive the Thrill
A row of static posters invites passers-by to scan a QR code. Swiping right on their phone sends an F1 car speeding from screen to screen along the platform, turning the station into a racetrack.
02 — Interactive DigiPanels
The Ultimate Rush
On large-format street panels, an F1 car bursts out of a stadium scene towards the viewer, giving a familiar poster site a jolt of pure speed. Hand drawn and animated by me.
03 — DigiShelters
Racing car in your colours
A camera reads the colours a commuter is wearing and instantly repaints the F1 car on screen to match. Scanning the QR code downloads the personalised car, ready to share with #F1inMyColours.
04 — Dundrum DX
Above the escalators
A large-format digital screen at the heart of Dundrum Town Centre, one of Dublin’s busiest shopping centres with around 18 million visitors a year.
05 — Retail, Shelters & Commuter Points
Where Dublin shops, waits and travels
The key visuals adapted for digital retail screens, bus shelters and commuter points, keeping the film in view across the daily routine.
06 — Dublin Bus
Supersides, T-sides and lower rears
Bus formats carry the campaign across the city, reaching people on the street, in traffic and at every stop.
Social Extension
Snapchat lenses
Two AR face lenses take the campaign from the street to social feeds. One fits a 3D racing helmet over the user’s head as they move; the other places their face inside the film’s key art. Both turn fans into the stars of their own F1 moment, ready to share.
Sustainability
Lighter on the planet
The focus group raised concerns about F1’s environmental impact, so sustainability was built into the media choices from the start.
Eco materials
Recycled and recyclable prints
PVC-free fabrics
Non-toxic inks
Energy-efficient advertising
Solar-powered screens
LED and timed lighting
Motion-triggered visuals
Low-data mobile experience
Green energy partnerships
Bringing the thrill of F1 to the streets of Dublin through dynamic, immersive and sustainable out-of-home experiences.
Next work
F1: The Movie
Intro
F1: The Movie is a proposed out-of-home (OOH) campaign to promote the film’s cinema release in Dublin. It was developed as a university industry project with industry partners Posterplan, Warner Bros. and OMD.
The challenge was to make Dublin audiences feel the speed and spectacle of Formula 1 before they ever reached the cinema, turning the train stations, bus shelters, shopping centres and buses they pass every day into moments of anticipation.
The work shown here is a set of proposed concepts and mockups. The campaign was not launched.
My Role
I worked across the whole project: research, strategy, creative concepts and design. I contributed to the audience survey and focus group, helped turn the findings into campaign insights and developed the interactive ideas at the heart of the campaign.
I designed the key visuals and produced the out-of-home mockups and motion pieces on this page, from the Connolly Station digital gallery, DigiPanels and DigiShelters to Dundrum DX, transport media and cinema formats.
Creative Concept
Drive the Thrill. Rather than placing a static poster in front of commuters, the campaign brings the energy of Formula 1 into everyday places. Screens respond to people: a car races along a station gallery with a swipe, bursts out of a DigiPanel, or is repainted in the colours of the person standing at a bus shelter. Each interaction turns a passing glance into a shareable, event-style moment that leads back to one message: see it in cinemas.
Expertise:
Adobe Photoshop
Graphic Design
Key Visual Design
Out-of-Home Advertising
Interactive Advertising
Campaign Concept Development
Mockup Design
Motion Design
Art Direction
Primary & Secondary Research
Sustainable Campaign Planning
Research & Insights
Low awareness, high expectations
We combined secondary research with primary research: an online survey of 64 people, mostly aged 18–24, and a 50-minute online focus group with five participants from Dublin. The findings shaped where the campaign should appear and how it should behave.
64
survey participants, mostly aged 18–24
5
focus group participants from Dublin
41%
of F1’s fanbase are women, growing fastest among 18–34-year-olds
01
Streaming dominates, but people still want special cinema experiences.
→ Make going to see the film feel like an event.
02
Trailers and star power drive decisions, yet awareness of the film was low.
→ Lead with the cast and key visuals in high-traffic places.
03
Out-of-home advertising has mixed impact without smart placement.
→ Use interactive digital formats where people wait and linger.
04
TikTok and friends influence choices more than traditional reviews.
→ Create moments people want to photograph and share.
Key Visuals
Poster directions
Cinematic, high-contrast key visuals built around speed and star power set the look of the campaign, then flexed across every format that follows.
Campaign Executions
Formula 1 in everyday Dublin
Seven formats take the campaign from the commute to the cinema foyer, with interactive digital screens at its centre.
01 — Connolly Station
Digital gallery: Drive the Thrill
A row of static posters invites passers-by to scan a QR code. Swiping right on their phone sends an F1 car speeding from screen to screen along the platform, turning the station into a racetrack.
02 — Interactive DigiPanels
The Ultimate Rush
On large-format street panels, an F1 car bursts out of a stadium scene towards the viewer, giving a familiar poster site a jolt of pure speed. Hand drawn and animated by me.
03 — DigiShelters
Racing car in your colours
A camera reads the colours a commuter is wearing and instantly repaints the F1 car on screen to match. Scanning the QR code downloads the personalised car, ready to share with #F1inMyColours.
04 — Dundrum DX
Above the escalators
A large-format digital screen at the heart of Dundrum Town Centre, one of Dublin’s busiest shopping centres with around 18 million visitors a year.
05 — Retail, Shelters & Commuter Points
Where Dublin shops, waits and travels
The key visuals adapted for digital retail screens, bus shelters and commuter points, keeping the film in view across the daily routine.
06 — Dublin Bus
Supersides, T-sides and lower rears
Bus formats carry the campaign across the city, reaching people on the street, in traffic and at every stop.
Social Extension
Snapchat lenses
Two AR face lenses take the campaign from the street to social feeds. One fits a 3D racing helmet over the user’s head as they move; the other places their face inside the film’s key art. Both turn fans into the stars of their own F1 moment, ready to share.
Sustainability
Lighter on the planet
The focus group raised concerns about F1’s environmental impact, so sustainability was built into the media choices from the start.
Eco materials
Recycled and recyclable prints
PVC-free fabrics
Non-toxic inks
Energy-efficient advertising
Solar-powered screens
LED and timed lighting
Motion-triggered visuals
Low-data mobile experience
Green energy partnerships
Bringing the thrill of F1 to the streets of Dublin through dynamic, immersive and sustainable out-of-home experiences.
Next work
F1: The Movie
Intro
F1: The Movie is a proposed out-of-home (OOH) campaign to promote the film’s cinema release in Dublin. It was developed as a university industry project with industry partners Posterplan, Warner Bros. and OMD.
The challenge was to make Dublin audiences feel the speed and spectacle of Formula 1 before they ever reached the cinema, turning the train stations, bus shelters, shopping centres and buses they pass every day into moments of anticipation.
The work shown here is a set of proposed concepts and mockups. The campaign was not launched.
My Role
I worked across the whole project: research, strategy, creative concepts and design. I contributed to the audience survey and focus group, helped turn the findings into campaign insights and developed the interactive ideas at the heart of the campaign.
I designed the key visuals and produced the out-of-home mockups and motion pieces on this page, from the Connolly Station digital gallery, DigiPanels and DigiShelters to Dundrum DX, transport media and cinema formats.
Creative Concept
Drive the Thrill. Rather than placing a static poster in front of commuters, the campaign brings the energy of Formula 1 into everyday places. Screens respond to people: a car races along a station gallery with a swipe, bursts out of a DigiPanel, or is repainted in the colours of the person standing at a bus shelter. Each interaction turns a passing glance into a shareable, event-style moment that leads back to one message: see it in cinemas.
Expertise:
Adobe Photoshop
Graphic Design
Key Visual Design
Out-of-Home Advertising
Interactive Advertising
Campaign Concept Development
Mockup Design
Motion Design
Art Direction
Primary & Secondary Research
Sustainable Campaign Planning
Key Visuals
Poster directions
Cinematic, high-contrast key visuals built around speed and star power set the look of the campaign, then flexed across every format that follows.
Campaign Executions
Formula 1 in everyday Dublin
Seven formats take the campaign from the commute to the cinema foyer, with interactive digital screens at its centre.
01 — Connolly Station
Digital gallery: Drive the Thrill
A row of static posters invites passers-by to scan a QR code. Swiping right on their phone sends an F1 car speeding from screen to screen along the platform, turning the station into a racetrack.
02 — Interactive DigiPanels
The Ultimate Rush
On large-format street panels, an F1 car bursts out of a stadium scene towards the viewer, giving a familiar poster site a jolt of pure speed. Hand drawn and animated by me.
03 — DigiShelters
Racing car in your colours
A camera reads the colours a commuter is wearing and instantly repaints the F1 car on screen to match. Scanning the QR code downloads the personalised car, ready to share with #F1inMyColours.
04 — Dundrum DX
Above the escalators
A large-format digital screen at the heart of Dundrum Town Centre, one of Dublin’s busiest shopping centres with around 18 million visitors a year.
05 — Retail, Shelters & Commuter Points
Where Dublin shops, waits and travels
The key visuals adapted for digital retail screens, bus shelters and commuter points, keeping the film in view across the daily routine.
06 — Dublin Bus
Supersides, T-sides and lower rears
Bus formats carry the campaign across the city, reaching people on the street, in traffic and at every stop.
Social Extension
Snapchat lenses
Two AR face lenses take the campaign from the street to social feeds. One fits a 3D racing helmet over the user’s head as they move; the other places their face inside the film’s key art. Both turn fans into the stars of their own F1 moment, ready to share.
Bringing the thrill of F1 to the streets of Dublin through dynamic, immersive and sustainable out-of-home experiences.
Next work