F1 PIT STOP
A standout experience for the F1 launch in NYC
THE BRIEF
Create a high-impact brand moment for De’Longhi at the launch of the F1 The Movie, a culturally charged moment set against the backdrop of one of the world’s most prestigious sporting stages.
With Brad Pitt fronting both the film and the brand, the opportunity was to authentically connect De’Longhi to the energy, precision, and global appeal of Formula 1, without feeling forced or purely promotional.
THE ASCENT
We translated the precision, speed and theatre of an Formula 1 pit stop into a live coffee experience. The De’Longhi Pit Stop crew served barista-crafted coffee cocktails with the choreography and technical mastery of an F1 team, turning product performance into a high-energy, attention-grabbing spectacle. Guests didn’t just receive a drink; they witnessed a moment of theatrical precision in action.
“ THIS EXPERIENCE DREW THE MOST BUZZ AT THE F1 LAUNCH AND WAS TRULY TESTAMENT TO THE IMPACT THAT A POWERFUL AND WELL EXECUTED CONCEPT CAN HAVE TO CUT THROUGH THE NOISE AND GENERATE TALKABILITY, EVEN IN A highly EXCLUSIVE SETTING. “
This experience drew the most buzz at the F1 launch and was truly testament to the impact that a powerful and well executed concept can have to cut through the noise and generate talkability, even in a highly exclusive setting.
