The IMAX campaign for F1 was created to highlight the film as a large-format experience and drive audiences to see it in IMAX. Built around the idea that the speed, scale, and realism of Formula 1 could be fully felt in a premium cinema environment, the campaign focused on immersive visuals and the “Filmed For IMAX” message to clearly differentiate the format from standard theatrical viewing. The creative leaned into impact and immersion, using the expanded frame and intensity of the racing sequences to place audiences directly inside the action. The result was a focused campaign that positioned IMAX as the best way to experience F1.