Formula 1Abu Dhabi Grand Prix

Not a campaign on a screen. A world wrapped around a race weekend.

Since 2022 we have shaped the visual world of the Formula 1 season finale at Yas Marina, from the flight in to the after party.

The last race of the Formula 1 season does not happen on one screen. For a week it lives across Yas Island: on the hotel that arches over the track, on LED walls and fan stages, in the tunnels, on seatback screens on the way in and on every phone in the grandstand. For Ethara we build that world as one system: a colourful pattern language, a design and motion toolkit that lets the team make unlimited variations, versions of the key visual in each sponsor's own colours, in-flight content, and a new campaign every year, from Go Unreal in 2022 to the brand film in 2023 and Be More in 2024. Ethara and the Abu Dhabi Grand Prix received three gold awards for Best Sports Marketing, and in 2024 more than 192,000 fans came to the race weekend.