During Formula 1 weekend, Miami moves differently. The streets, the beaches, the rooftops — everything runs hotter, louder, faster. Over 300,000 people flood in, chasing the energy. Dozens of brands show up. Few actually break through.

Partnering with TAG Heuer, we set out to create something that couldn’t be ignored. To mark their return as Formula 1’s official timekeeper, we engineered a full-building lighting and projection activation that turned one of Miami’s most iconic structures into a statement piece — visible for blocks, impossible to miss.

At a time when the city was already buzzing at full tilt, TAG didn’t need to shout. It wasn’t about noise. It was about presence — scale, precision, and timing, all things TAG knows a little something about.

While engines screamed around Hard Rock Stadium and afterparties blurred into sunrise, TAG’s message stood still and sure above it all: a reminder of what real legacy looks like.