Vodafone McLaren Mercedes

Problem

Vodafone McLaren Mercedes wanted a new digital fan experience for people attending Grand Prix races—bringing the event to life through data-driven, immersive content and interactions.

What I did

• Researched the technology landscape to understand what was currently used at races and what could realistically be used to deliver an on-site digital experience.
• Identified and summarised promising interaction patterns and enabling technologies that could support a data-led fan experience (specific technologies not listed in your notes, so kept general).
• Worked with a creative team to translate research into pitch-ready concepts focused on data capture and data visualisation as the core experience.
• Supported concept development so ideas were exciting but still grounded in feasibility and audience context.

Key decisions / considerations

• Centred the concept on live and contextual data to make the Grand Prix experience feel more immediate and personal for fans.
• Prioritised visualising race-related information in distinctive ways to increase engagement on-site.

Outputs

• Research inputs on relevant technologies and feasible on-site interaction approaches
• Concept direction and pitch narrative informed by data-driven experience opportunities
• Pitch contribution supporting creative team ideation and experience framing

Outcome

The pitch impressed the client, but the concept was not taken forward due to cost constraints.

Methods / Tools

Technology landscape research; concept feasibility inputs; collaborative pitch development with creative team.