F1's arrival in Miami wasn't just a race. It was a cultural moment — a convergence of sports, music, fashion, and status that drew exactly the audience GMC needed to reach. Most brand activations at events like this compete for attention on the periphery. The opportunity was to stop being a sponsor and become the event itself.

Make the Hummer EV the most talked-about moment of F1 Miami weekend — in a field of luxury brands, celebrity appearances, and competing activations all fighting for the same audience.

We built Hummer House as a fully branded world, not a booth. The concept was designed around experience layers — each one giving guests a different way to feel the vehicle rather than just see it. W.T.F. (Watts to Freedom) put guests behind the wheel on a closed course, zero to sixty in 3.5 seconds. The 360° digital test drive brought the product to life through SHOWstudio's interactive technology. Live performances from Meek Mill and DJ Khaled gave the space cultural weight that extended the brand well beyond the event footprint. Every element was designed to be shareable — not because we asked people to post, but because the experience was worth posting.

• 140 personalized experiential films delivered on-site to guests

• VIP activations across F1 Miami weekend

• Live performances by Meek Mill and DJ Khaled W.T.F. launch experience generating earned media and social coverage across the event

• Hummer EV positioned as the cultural centerpiece of F1 Miami — not a brand presence, the main event