Since the release of Drive to Survive, Formula one has seen a huge burst in popularity, introducing a new cohort of younger, more culture led fans.
Yet as a sport it’s still largely inaccessible to most, tickets are expensive and paddock clubs only accessible for celebs and ultra wealthy. Peroni Nastro Azzurro’s partnership with Ferrari created the perfect opportunity to allow fans to get closer to the sport and ‘Live Every Moment’ as per Peroni’s mantra.
We set out to create something different, Peroni and Ferrari are both iconic Italian brands, so we needed an idea that gave Peroni its own unique, more stylish lens on racing – enter La Bella Formula.
We created 2 main hero experiences to support the event – Hanger Straight and Wet-Lap, both bring this unique lens on the sport to life with an abstract and beautiful perspective on racing through the eyes of the drivers.