Formula 1 is all about precision, ambition, and pushing for the front of the pack. We tapped into that energy to help shift how MassMutual is seen in the wealth space—less legacy, more modern, more competitive.

I helped lead the creative work for an integrated activation around the Formula 1 Las Vegas Grand Prix, using the sport’s mindset—strategy, teamwork, and speed—as a natural parallel for how today’s wealth advisors think and work. We were everywhere on raceday with a Sphere execution and striking Paddock roof LED screen animation, along with social storytelling and once‑in‑a‑lifetime experiences on the ground, to make wealth feel aspirational and culturally relevant.

The result was real momentum with advisors—a notoriously hard-to-reach audience.