As the engines cooled off after the Las Vegas Grand Prix, brands were still revving up their marketing. Mercedes-Benz lit up The Sphere with a 360-degree illusion featuring its AMG GT lineup, rendered across 580,000 square feet of LED real estate. Designed by Merkley + Partners and Nexus, the activation cleverly used opposing perspectives to simulate cars driving toward or away from viewers, depending on where you stood. Among the stars: the AMG GT 63 APXGP, which featured specs mirroring the cars from “F1: The Movie,” and the Concept AMG GT XX, a high-performance EV pitched as a nod to what’s next in electric.
Moët & Chandon also took a victory lap, marking its return as F1’s official champagne with a decade-long sponsorship. The brand tapped agency Leroy Tremblot to reimagine the post-race ritual, giving the champagne spray a visual upgrade and planting its trademark red across various key locations—think podium, pit zones, and even the athlete cool-down areas. This rebranding is less about bubbly nostalgia and more about high-visibility moments that tie champagne to speed, power, and performance.
Meanwhile, Peloton broke new ground as Formula 1’s official fitness partner, transforming the Wynn Las Vegas’ Awakening Theatre into a high-end training zone. Live classes for cycling, running, and strength took place during race week. But the buzz didn’t stay in Vegas—Peloton also shot content on the Strip Circuit, giving members everywhere virtual access to the 3.8-mile, 17-turn F1 course starting Nov. 25. Call it driver’s seat meets spin class.
Full story at MediaPost.