Formula 1 Grand prix Austin Vegas

In October 2025, for the Formula 1 Grand Prix in Austin, our Atomic US team designed and produced two fully custom augmented reality mirrors for Openbank, in partnership with the agency RedPeg Marketing. Placed at the heart of the brand's activation, these installations let visitors instantly step into the shoes of an F1 driver for a fast, fun and highly photogenic brand moment. The project reflects the rise of retailtainment and live experiences, formats in which brands seek tools capable of sparking genuine on-site engagement and turning an event presence into content that can be shared on social networks. By handling the design and production of both AR mirrors, Atomic gave Openbank a strong, distinctive touchpoint in the highly competitive world of sports sponsorship. Result: 2k photos/videos generated during the event and an average brand experience session of 54 seconds.