Formula 1 is accelerating in the U.S., but with every car and firesuit covered in logos, sponsorship alone cannot capture fan attention. Visa aimed to turn its F1 partnership into a social-first experience that audiences would actively engage with and share.
Our insight was unexpected but powerful: VCARB fans are 7.7x more likely than the average person to follow workplace and office-humor content on social. We leveraged that overlap to create a culturally relevant, socially sticky idea, what if F1 drivers swapped the paddock for a day at the office?
The goal was to create a shareable, episodic experience that entertained F1 fans, broadened Visa’s relevance beyond sponsorship, and built ongoing engagement during the quietest period in the F1 calendar.
We developed Take Your Driver to Work Day, a 16-episode social series starring F1 drivers Liam Lawson, Isack Hadjar, and Rafaela Ferreira navigating a corporate job for the first time inside Visa HQ. Each episode followed their first day moments: badging in, tackling compliance training, discovering ergonomic desks, navigating HR birthdays, and collecting corporate swag–capturing the humor of elite athletes stepping into everyday office rituals. Designed for maximum social impact, the series was snackable, binge-worthy, and rooted in instantly recognizable workplace culture.
Key elements included:
The series balanced global scale with local relevance, showcasing world-class athletes in a setting outside their normal domain, while giving Visa a unique, narrative-driven presence in the F1 ecosystem.
Take Your Driver to Work Day delivered strong engagement and demonstrated that creative sponsorship can become cultural content:
By turning F1 sponsorship into a fan-first, shareable experience, Visa not only amplified its brand relevance but also created a series that audiences actively returned to, shared, and talked about, proving the power of socially native, culturally connected content in a category often dominated by traditional advertising.
