AI experiential
Putting Amazon's AI on the grid at the Canadian Grand Prix
© AWS × F1
The challenge
AWS sponsors Formula 1 and sells AI infrastructure. But on a race weekend, 'foundation models on Bedrock' is an abstraction. The brief, via Jack Morton: make enterprise AI something a hospitality guest can feel, in under two minutes.
The approach
We designed an AI photo booth experience running on AWS Titan and Bedrock that transformed guests into fictional racing drivers, each with a personalised, printed memento to take home. The technology sold itself by being the experience rather than the subject of a presentation.
The outcome
A hospitality suite where the product demo was indistinguishable from the entertainment, and every guest left holding AWS-generated AI output with their own face on it.
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