Emirates Helmet

Formula 1 Fanzone

The Brief

To create a stand-out activation to represent a new partnership with Emirates and Formula 1.

The main idea was for a Giant F1 Helmet to represent the core aesthetics, with an interactive activation to support a social media campaign.

The activation was to be present at various sites including F1 circuits and city centre locations relating to Formula 1 and potentially other worldwide sporting events.

The delivery meant a 4 week lead time before the first shipment date.

People queuing for the Giant F1 Emirates Helmet



Our approach:

In order to create the masterpiece of a giant helmet, with 3D scanned an actual helmet and then reworked the 3D model to scale it. Out of the model we needed to make a plug out of machined polystyrene.

The plug was used to fiberglass the massive, self supporting structure. The design incorporated a removable base, which is weighted for extra stability and the application of a giant visor to complete the look.

The social media interaction was proposed with a ‘photo booth’ activation with the #underthehelmet. We use photo booth systems for the software elements videoboothsystems.com as we find the system more than reliable and they are accommodating with the flexibility of the API.

The PC and Giant Touch Screens were integrated within the unit, offering perfect shelter and security for the equipment.

We produced 4 of the super structures and sent them to the 4 corners of the world throughout the 2019 structure and instigated over 20000 user experiences, not including social sharing.

Emirates Helmet Signed by F1 driver
The Events House


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