Crypto.com was the headline sponsored of the first ever Formula 1 Miami Grand Prix in Miami, Florida. The event took place May 6-8, 2022 to fanfare and excitement of a crowd of close to a quarter million attendees. The team at Crypto.com took this as an opportunity to engage with our new audience face-to-face and educate the public on our product offerings, all while establishing a sense of credibility as the newest sponsor of F1.
We built the first ever live-mint NFT Gallery experience that centered around the cars’ speed and time during each day of the race.
Structure Design
Early renderings of the Hexagon Structure for the gallery
The gallery itself was a large Hexagonal structure that paid homage to Crypto.com’s Ethereum Lion Icon brand mark, built out of aluminum and steel.
NFT Gallery Interior Design
Inside the Hexagon was 5 walls of screens dedicated to the NFTs being minted and a wall promoting the Crypto.com | NFT Marketplace.
Generative Data NFT Design
Displayed on the screens of the NFT Gallery were the NFTs being live-minted. Each lap had it’s own NFT minted by the cars showing over 20,000 data points, including sound and the car’s location on the track. We accomplished this by using motion-capture cameras that fed data into the NFT engines that then output the Lap as a completely unique Video NFT.
Each of the 57 Laps got an Unique Data-Generated NFT
The Live-minted NFT design was centered around the generative data from the big final race. This took several rounds to accomplish the perfect look, but the final result was a high-end crypto.com-branded Video NFT that showcased the statistics and sound of the lap from the leading cars. 4 Laps are shown below:
NFT Marketplace and Commemorative Event NFT Design
In addition to the limited run, on-site live minted NFTs, we also created 2 celebratory commemorative NFTs for new and veteran Crypto.com users to acquire. The NFTs were designed like a challenge coin and a 3D rendering of the Miami Autodrome Track.
These NFTs were coded in the airdrop so that attendees of the event received one version, and those who redeemed the NFT remotely got the other.
Results
With sharing and all total PR coverage from the event, Crypto.com received 407MM impressions.
PRESS
NFTNewsToday: NFT Collection Inspired by Formula 1 Crypto.com Miami Grand Prix
FXEmpire Crypto.com Drives Fan Engagement at Miami Grand Prix Through NFTs
NFT Support and Animation: Media Monks
Associate Creative Director - Design: Alex Lumain
Crypto.com North America Creative Team: Marc Maleh, Ben Smyth, Kyle Greenberg, Corbin Bourne, Preston Peters, Ben Lay, Thiago Gripp, Danny Wang, Thomas Prevot, Victor Bernedo, Colleen Wade, Paul Jenulis, Jeff Zeller, David Adjaidoo, Edoardo Gelardin, Kim Tripodo, Brenda Cruz, Al D’Agostino, Michael Washington, Irina Sadovnic, Justin Wales, Angela Le, Jen McGinnis, Victoria Davis, Luis De Uriarte
Crypto.com EU/Asia Team: Alex Shapiro, Niran Vinod, Holly Patrick, Kalin Cvetkov, Monika Dafinova, Steve Kalifowitz, Gilad Rodkin, Marek Okon, Jade Lau, Orris Wong, Jay Zeng, Matt Wan, Cherrie Lee, Wenkai Yuan, Jacky Bi, James Yu, Jocelyn Wang, Eva Zhang, Jackson Tam, Bill Gao, Stephy Ip, Roy Kwon, Winston Cheng, Venus Lee, Michael Lau, Kenneth Ng, Karl Wong, Iker Cha, Burtt See