We needed to create an activation that would stand out in a city already buzzing with anticipation, and connect with audiences of all ages. It had to be visually iconic, culturally relevant, and built to generate international attention, both physically on the ground and digitally around the world.

We engineered a show stopping moment by building the world’s largest Formula 1 car entirely out of LEGO bricks, securing a Guinness World Record and turning heads across the Kingdom and beyond. Placed in the heart of Jeddah, the massive installation transformed public space into a content-worthy experience, drawing visitors, fans, and families alike. It wasn’t just a car, it was a statement of innovation, collaboration, and Saudi’s growing place on the global racing map.