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PWC F1

PWC LAS VEGAS SPHERE
 

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Designed a dynamic line system to visualize speed—bringing to life the flow of global F1 logistics through intelligent, responsive motion.
 

PwC is a global professional services firm that supports complex operations at scale -including the logistics behind Formula 1, where precision and speed are critical to moving teams and cars seamlessly around the world. For the Las Vegas Sphere campaign, I was tasked with translating that invisible system into a visual language. I developed a dynamic line-based system designed to embody speed itself-lines that move, wrap, and evolve across the surface, representing the flow of high-performance logistics. As they accelerate and transform, these lines communicate versatility and efficiency at a global level. My focus was to design the underlying behavior and rules that bring them to life-ensuring they feel intelligent, responsive, and continuously in motion, rather than purely graphic.

System Development
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From concept boards
to scalable visual lenguage

Initial boards provided by Mirada Studios established the visual direction. My role was to evolve these into a structured, production-ready system—designing a set of procedural rules that give the lines behavior, continuity, and adaptability. Built to operate seamlessly across environments, the system was designed to live across major airports, large-scale architectural displays such as the Palazzo, and the Sphere—maintaining a consistent, intelligent motion language while adapting to each surface and context.

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3D System Exploration
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Continuity across
spherical canvas

Translating the artwork onto the Sphere required a shift from surface design to spatial thinking. The goal was to create a holistic sense of speed—avoiding segmented panels, diptychs, or triptychs, and instead allowing the motion to flow seamlessly across the entire form. This introduced a core challenge: designing the system natively in three dimensions. I developed a series of continuous line behaviors that could wrap, build, and evolve across the sphere, forming intricate structures and architectural patterns. These early explorations focused on how lines accumulate over time—transitioning from simple flows into dense, cohesive formations that feel unified, dynamic, and alive.

Credits
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PWC - Speed Campaign

Production: Mirada Studios
Design & FX: RMA - Alejandro Robledo Mejia

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