Formula 1 x Mr.Consistent (2022 & 2023)

Led the negotiation and activation of a branded pop-up experience within the Formula 1 Australian Grand Prix precinct in Melbourne. Owned the partnership from deal structure through execution including commercial negotiation experience design cross-functional coordination build delivery and on-site team training. The activation was conceived as a culture-first off-track hub designed to attract creators talent and fans while generating high volumes of organic content. Rather than relying on paid media the experience was built to travel through creator and brand channels using social storytelling to drive foot traffic engagement and brand visibility. Formula 1 was selected as a platform due to its scale cultural relevance and ability to introduce the brand to new audiences while strengthening loyalty with existing ones through direct participation.