LOCATION: NEW YORK CITY
 

SCOPE: STRATEGY | CREATIVE | DESIGN | PRODUCTION | TALENT | LOGISTICS | FAN ACTIVATION

 

OVERVIEW
FAST CARS, FLASHING CAMERAS, AND THE ADRENALINE OF PREMIERE NIGHT. 15|40 PARTNERED WITH WARNER BROS. TO TAKE OVER NEW YORK CITY FOR THE F1 MOVIE PREMIERE—TRANSFORMING TIMES SQUARE, RADIO CITY, AND CIPRIANI INTO A FULL-THROTTLE CELEBRATION OF SPEED, STYLE, AND CINEMA.

THE EXPERIENCE
FROM TIMES SQUARE TAKEOVERS TO RACE-READY RED CARPETS, THIS PREMIERE SHUT NYC DOWN IN STYLE. THE DAY BEGAN WITH AN ALL-DAY CONSUMER ACTIVATION IN THE HEART OF TIMES SQUARE, WHERE FANS ENGAGED WITH F1 DRIVER-INSPIRED INSTALLATIONS, INTERACTIVE PHOTO OPS, AND LIVE MUSIC HOSTED BY A DJ ON STAGE. AS NIGHT FELL, THE RED CARPET ROARED TO LIFE—WELCOMING THE FILM’S STARS, REAL F1 DRIVERS, AND EVEN RACE CARS FROM THE TRACK. THE NIGHT CONCLUDED WITH AN EXCLUSIVE AFTER PARTY AT CIPRIANI, MERGING HOLLYWOOD GLAMOUR WITH GRAND PRIX ENERGY.

 

OUR ROLE
15|40 MANAGED CREATIVE DIRECTION, PRODUCTION, AND LOGISTICS ACROSS MULTIPLE CITY VENUES—BRIDGING LARGE-SCALE CONSUMER ENGAGEMENT WITH THE CINEMATIC SPECTACLE OF A PREMIERE. FROM SCENIC BUILDS AND CROWD FLOW TO TALENT MANAGEMENT AND SHOW CONTROL, EVERY DETAIL WAS ENGINEERED FOR PRECISION PERFORMANCE.

 

THE RESULT
A HIGH-OCTANE EVENT THAT CAPTURED THE ENERGY AND EXCITEMENT OF FORMULA 1 WHILE REDEFINING WHAT A FILM PREMIERE CAN BE—CEMENTING WARNER BROS.’ F1 AS ONE OF THE MOST BUZZED-ABOUT LAUNCHES OF THE YEAR.