CHALLENGE

In 2022, it was for the first time there was a Dutch world champion participating in the Dutch Formula 1 Grand Prix. With Viaplay, we set out to find a way to help one Verstappen-fan completely immortalize this moment.

APPROACH

A one of a kind tattoo, crafted by Max himself. We used a robot to tattoo his lap as a line on a super fan's upper arm - live. The line of the tattoo follows the racing line of Max on the track. Max’s driving style as a signature, the ultimate memento for a die-hard F1 fan.

PROCESS

Along the brilliant construction team at Appropriate Audiences, we crafted a tattoo machine that transformed real-time data from Max's car into a unique tattoo.

RESULT

Our Creative Technology team have built custom software that took live F1 data from Max's car, turning speed, position, tyre change and even potential crash data into a unique, one of a kind tattoo of the race.