F1

A FOOH piece created around the release of the Formula 1 movie, bringing the energy of motorsport to one of Buenos Aires' most recognizable landmarks: the Obelisk. The concept presents a large-scale promotional activation in progress, where several cranes lift a single-seater around the monument as part of a special setup connected to the movie release. An urban, direct and spectacular scene, designed to make the viewer feel that something big is about to happen in the city. The challenge was to integrate a large-format action into a real location while maintaining the credibility of a physical promotional setup. The 3D elements were crafted with careful attention to scale, perspective, lighting, shadows, motion and composition, allowing the cranes, the car and the environment to feel naturally connected within the shot. The result is a CGI intervention with the language of outdoor advertising: a piece designed to stop the scroll, spark conversation and turn the movie release into a recognizable, urban and highly shareable visual moment.