ABB flipped the script on what a brand activation can actually be.

We partnered with ABB to turn the Miami skyline into a live demonstration of the brand’s automation and electrification technologies, transforming the Miami Tower into the “World’s Fastest Building.” The installation was engineered to reflect how intelligent, electrified systems can power modern cities more efficiently and at scale.

The activation was timed with the Formula E Miami E-Prix, where ABB serves as the global title sponsor, making the connection between electric racing and real-world infrastructure impossible to miss. Usain Bolt, the world’s fastest man, and Formula E driver Nyck de Vries anchored the moment, tying elite performance to the technology driving both the track and the city. Surrounded by ABB leadership, local partners, media, and influencers including @sincerlymvu and @josh_martinez_, the moment was captured and distributed across social in real time, extending the reach far beyond Biscayne Bay.