The F1 car you can feel but can’t see.

Power of the Feel

An experience of the unseen.

The world's first invisible F1 car. Shaped out of nothing but humidified air pumped from thousands of micro nozzles from the ground up, contoured perfectly to form the shape of a life-size Esso-RedBull race car. People are welcome to touch the car. The experience would be complemented by the smell of burning rubber, lighting show and sound of engine purring. The idea was born from the insight that driving isn’t only about what you see, it’s what you feel.

The clients bought the idea but time was against us. The engineers said it'll take about 6 months with R&D, but we only had 3 months. This was supposed to be the piece de resistance of my book and a straight ticket to Cannes. A crying shame.