During Formula 1 Miami weekend, Apple TV lit up Miami Tower with a projection campaign tied directly to the race and Apple becoming an official broadcast partner.

The creative ran throughout the weekend across the tower’s facade in Downtown Miami, featuring Formula 1 driver names and messaging encouraging fans to tune in and watch through Apple TV.

F1 Miami barely feels contained to the track anymore. The entire city becomes part of the race. Brands, athletes, celebrities, creators, and fans take over Miami for a few days, and the best activations are the ones that naturally live where people are already spending their time.

This projection activation sat right in the middle of that movement. Following the race, Apple TV timed it right and posted the winning driver creative featuring Andrea Kimi Antonelli to Threads, extending the moment beyond the physical installation and into the broader social conversation surrounding the weekend.