Brief
On the backdrop of Hilton and McLaren F1’s 20th year anniversary, I was asked to conceptualise a completely immersive experiential activation at the Las Vegas Grand Prix 2024. Targeting guests including VIPs, Hilton Honors Experiences, Hilton Honors Members, Media and other internal Hilton stakeholders.

Challange
The experience needed to tell the partnership integration story while also demonstrating and educating participants on what the essence of Hilton’s, ‘For the Stay’ mantra means. The experience needed to show more than the bed, but as much of the Hilton ‘Stay’ as possible, i.e. reception, concierge, room service. It also needed to include the talent – in this case Lando Norris, Oscar Piastri and McLaren Team Principle Zak brown.

Approach
I wanted to tell a compelling story that people could start engaging with before the event to drive conversation and buzz around the experience in Las Vegas. To do this, I wove a story around Lando and Oscar going missing hours before lights out at the Las Vegas GP, and it was up to the participants to solve clues, uncover stories and help Zak find the boys before it’s too late.
To enhance the experience, I used RFiD, 360-degree sensory technology and interactive video to totally immerse our audiences in the story. To bring the experience to life, I worked with a team of 2D and 3D visualisers to take the client through every step of the experience.