AMF1 Bets It All on Data

copy / campaign development 
ooh / digital / social

NetApp is a long-time sponsor of the Aston Martin Formula One Team. To help celebrate the return of the Las Vegas Grand Prix in 2023, NetApp showed its support for the team by securing OOH placements along the Vegas Strip.

I was the Copy Lead for this project, creatively connecting the dots between data storage, Las Vegas, and F1 racing.

Inside the creative process:

Letting data take the wheel at the Las Vegas Grand Prix.

Our primary goal for this campaign was to highlight the partnership between NetApp and the AMF1 Team. The challenge? Make our brand-approved messaging fit the environment: the Las Vegas Strip.

The bulk of ads for this campaign would be featured on billboards and taxi top displays. We needed a short and simple message that was easy to absorb without demanding our audience’s full attention.

But at the center of this campaign was the LIDS 3D billboard. With the potential to create a crowd-stopping moment, our team had more room for flexibility — and an opportunity to tell a more defined story. We decided to play on the phrase “what happens in Vegas, stays in Vegas” to highlight how NetApp enables the AMF1 team to share data in real-time from the track to their HQ factory.