Aramco

Booth design, production, and creative media for Aramco's Formula 1 racecar activation.

Events & Experiences Creative Direction Motion Graphics Energy & Utilities

Aramco holds a rare position in motorsport: principal partner of Formula 1, with the engineering credibility to match. When the company needed a physical activation built around a full F1 racecar, the brief called for an environment that could stand alongside the sport's own spectacle.

The booth placed the racecar at the spatial and narrative centre. Architecture, sight lines, material contrast, and lighting were designed together, not as backdrop, but as a system for communicating the precision and scale of the machine and the brand behind it.

Aramco, featured — Booth environment overview showing the F1 racecar centrepiece and brand installation.

Events & Experiences

Sound and lighting were commissioned as primary creative elements. Calibrated for the ambient register of the space, precise and atmospheric without overwhelming conversation, the AV installation gave the environment a distinct presence on a crowded event floor.

Social media assets extended the activation beyond the venue. Developed in parallel with the physical build, the creative media suite translated the energy of the booth into content designed to travel across Aramco's channels.

"A booth that could hold its own against the spectacle of Formula 1 itself."

Aramco, the world's largest energy company, occupies a singular position in global motorsport as a principal partner of Formula 1. When the company needed a physical activation worthy of that relationship, a booth centred on a full F1 racecar, the brief demanded more than a standard exhibition stand. It called for an environment that could hold its own against the spectacle of the sport itself, communicating Aramco's technical leadership and its central role in the energy transition while drawing crowds in a competitive event setting.

HoopAI Creative Studio led the design and production of the racecar booth from concept through delivery. The challenge was structural as much as visual: building an environment around a racing car means working within tight footprint constraints while still achieving scale and drama. The team developed a booth architecture that placed the racecar at the spatial and narrative centre, using sight lines, lighting angles, and material contrast to give visitors a genuine sense of the machine's engineering while reinforcing Aramco's brand identity at every turn.

Sound and lighting were treated as first-class creative elements rather than afterthought infrastructure. State-of-the-art audio-visual equipment was selected and rigged to enhance the ambient atmosphere, calibrated to communicate precision and power without overwhelming conversation or wayfinding. The result was an environment that felt immersive but purposeful, designed for engagement rather than spectacle alone.

The creative media component extended Aramco's booth presence into the digital layer. HoopAI developed a suite of visually striking social media assets timed to the event, capturing the booth, the racecar, and the brand moments that the live environment generated. These assets were crafted to perform across Aramco's channels, translating the energy of the physical activation into content that could travel far beyond the event floor.

Across booth design, production management, AV rental and integration, and digital creative, the project demonstrated HoopAI's capacity to deliver a unified event experience from spatial concept to content output, maintaining consistent quality and brand fidelity under the compressed timelines that live events demand.

Client

Aramco

Industry

Energy & Utilities

Services

Events & Experiences
Creative Direction
Motion Graphics

Office

Riyadh

Year

2024

Studio

HoopAI Creative Studio