Meta + Mercedes F1
Trackside With Meta AI
Four days. Five seats. One pit wall.
At the F1 Las Vegas Grand Prix, the team at Meta set out to give fans a true, behind-the-scenes experience at one of the most critical (and exclusive) parts of any F1 race: the pit wall, powered by Meta AI. Fans have all been behind the driver’s seat… but being right behind the pit wall, amid a top-tier F1 team in the chaos? That’s a whole new level of speed.
Just short of physically bringing fans to the real pit wall, our team built a full-scale, five-seat replica—authentic down to the smallest detail—inside the Mercedes-AMG Petronas Formula One Team fan experience at Aria. Courageous fans who took a seat got the full F1 immersion: the roar of the engines, the rush of wind, the rumble beneath their seats. For a few minutes, you’d forget you were on a resort floor.
But we didn’t stop there. Together with the Meta team, we generated something to truly showcase the power of Meta AI. Using Meta AI’s tools, we trained a custom LoRA model from scratch with our own wind and lighting data. Pit wall participants received a mind-blowing image (literally) for the ultimate social post: a render of themselves with their face and hair blown back, as if they were right on the edge of the track.
