Case Study
Binance x Pierre Gasly: The Reveal Experience
Role
Creative Director / Producer
Project type
OOH Activation · Digital Experience · AR/VR · Cultural Campaign
Agency
No Standing International
Client
Binance × Alpine F1 Team × Pierre Gasly
Launch
Australian Grand Prix 2025
Skills
Creative Direction · Experiential Concepting · Art Direction · AR/VR Integration · Cultural Strategy · Production Oversight · Brand Partnerships
An immersive OOH and AR campaign developed for Binance in partnership with Pierre Gasly and the Alpine F1 Team, launched ahead of the 2025 Australian Grand Prix. I led the creative direction across mural execution, AR experience, and supporting content—centred around the reveal of a fan-designed F1 helmet featuring Indigenous Australian influences.
We commissioned renowned Melbourne street artist Matt Adnate to hand-paint a single large-scale mural, ensuring cultural sensitivity while anchoring the activation in the city’s iconic laneway aesthetic. Alongside the mural, we designed two minimalist teaser poster variations—over 100 of which were installed across Melbourne in high-traffic areas. All creative assets featured QR codes that launched an interactive AR helmet reveal and allowed fans to enter for a chance to win VIP access to Binance’s F1 event, including a meet-and-greet with Pierre Gasly and Jack Doohan.
To build anticipation, we developed a digital countdown splash page and produced a high-fidelity 3D teaser trailer—hinting at the helmet design through flashes of precision engineering, race-day iconography, and atmospheric storytelling.
The result was a globally resonant fan activation that seamlessly blended physical storytelling with digital intrigue. The hero video alone reached over 45 million views on Instagram, and the helmet was later auctioned to support a First Nations charity—bringing cultural respect and community impact full circle.
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Designing the Drop: Fan Culture Meets City Canvas
To elevate Binance’s presence at the 2025 Australian Grand Prix, we designed a fan-first activation that fused physical art, digital engagement, and cultural responsibility. At its core was a fan-designed helmet worn by Pierre Gasly—featuring Indigenous Australian motifs—requiring a thoughtful, community-led approach to storytelling.
The campaign was built around a layered reveal experience:
– Minimalist teaser posters placed across Melbourne
– A cinematic 3D teaser trailer
– A large-scale, hand-painted mural as the campaign’s centrepiece
Each touchpoint was embedded with a QR code, encouraging fans to engage with the helmet reveal digitally while also teasing the physical unveiling. The goal was to build intrigue, drive interaction, and respectfully spotlight both the fan behind the design and the culture it referenced.
We chose to centre the campaign around a hand-painted mural—an intentional decision rooted in Melbourne’s deep street art identity. It needed to feel crafted, not commercialised. The balance was critical: Binance branding had to be present, but tastefully integrated so the mural felt like a piece of the city, not a billboard.
Given the helmet’s use of First Nations art styles, we worked carefully to ensure cultural sensitivity. We consulted Indigenous artists and collaborated with renowned muralist Matt Adnate, whose long-standing relationships within the First Nations community gave the project the legitimacy and respect it required.
As a gesture of gratitude to the Wurundjeri Woi Wurrung people, the final helmet was auctioned off after the race, with all proceeds donated to a First Nations charity—closing the loop between inspiration, execution, and community impact.
From Street to Screen: Crafting a Multi-Surface Experience
As Creative Director, I led the development of a fully integrated ecosystem that connected physical spaces, digital interactions, and cinematic storytelling—all designed to build intrigue and reward fan engagement.
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Street Posters & Murals
– 100+ minimalist teaser posters installed across Melbourne in high-foot-traffic locations
– Each featured a QR code linking to a custom-designed countdown website
– Large-scale hand-painted mural by Matt Adnate anchored the activation in the city’s street art culture
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AR Activation
– Developed in collaboration with Aircards
– The fan-designed helmet was rebuilt as an interactive AR/VR model, emerging dynamically from the mural with an animated outline of the Melbourne Grand Prix circuit as a digital backdrop
– Scanning any teaser poster or the mural (post-reveal date) unlocked the full AR experience
– Fans were prompted to enter for a chance to win VIP access to Binance’s F1 event, including a meet-and-greet with Pierre Gasly and Jack Doohan
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3D Reveal Trailer
– A cinematic trailer set inside a dark, red-lit workshop filled with welding sparks, handheld cinematography, and layered sound design
– Hinted at the helmet’s design through fragments and atmosphere
– The full reveal was reserved for after the live activation, creating a coordinated, multi-platform release moment
The campaign was carefully engineered to blend physical immersion with digital reach—logistically lean, visually bold, and culturally resonant.
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Global Traction, Local Meaning: A Campaign That Hit Every Layer
The campaign generated global traction across both social platforms and F1 fan communities.
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The campaign film alone surpassed 45 million views on Instagram
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The mural became a high-traffic destination during race week, drawing both fans and media attention
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Thousands of users scanned the AR code, resulting in strong engagement and high click-through to Binance’s activation platform
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The helmet was later auctioned, with all proceeds donated to a First Nations charity—closing the loop between cultural inspiration and community impact
By blending culturally sensitive design, immersive tech, and authentic street-level storytelling, the campaign positioned Binance as a brand committed to meaningful, fan-driven engagement—both on and off the track.
The success of this activation led to multiple additional commissions from Binance for F1 races throughout the 2025 season.
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Loyalty Mechanic & Global Fan Incentive
To extend the campaign’s impact beyond a single race, I developed a loyalty-driven mechanic that transformed the AR activations into a global, trackable fan journey. The idea was simple: every time a fan scanned a Binance AR mural and signed up, their participation would be logged via their Binance account—creating a digital trail of engagement across the 2025 F1 season.
Inspired by the simplicity of a coffee loyalty card, I proposed turning repeated attendance into a reward system. The more events a fan interacted with, the closer they’d get to unlocking exclusive perks—ranging from limited-edition digital collectibles to discounts and VIP access.
This mechanic added longevity and purpose to each activation, incentivising fans to follow the Binance x F1 experience worldwide. It gave the campaign momentum, turning one-time moments into an evolving, collectible narrative.