F1 was booming in the US, but for new fans, it still felt like a car manual guide. Visa didn’t just need awareness for its Red Bull Racing and Cash App partnership, it needed relevance.

So instead of explaining the sport, the work made drivers the story. Because fans don’t fall in love with F1, they fall in love with the people behind the wheel.

Ricciardo, Tsunoda, and Lawson became the entry point, with social content that felt human and worth following. The videos outperformed benchmarks by 1k%, with 11k impressions.

The result established Visa in F1 culture and created a repeatable model for future seasons and partnerships.