IBM &
Scuderia Ferrari HP
There are nearly 400 million Tifosi around the world who stand behind Scuderia Ferrari HP. Spanning generations and carrying decades of memories, they represent one of the most passionate, if not the most passionate fan community in sports. But only a fraction will ever experience a Grand Prix in person: for the vast majority, the Ferrari app serves as their closest connection to the team, the drivers, and the thrill of race day.
To deepen that connection, IBM partnered with Scuderia Ferrari HP to reimagine the app as a next-generation destination for all Tifosi. Combining data with immersive storytelling, the digital experience offers everything from real-time race insights to exclusive behind-the-scenes access, historical race content, and personalized experiences tailored to each Tifosi.
So Ferrari brings the passion. IBM brings the technology. Our team's role was connecting the two through storytelling. To introduce a new era of fan engagement, we designed a campaign centered on the people at the heart of Ferrari's legacy. By documenting the stories, traditions, and lifelong devotion of Tifosi around the world, the work celebrated the people who make Ferrari more than a racing team, transforming a digital platform into a community where the Tifosi feel seen, represented, and connected.
2026
Executive Creative Director / Matthew Calkins
Creative Director / Bryan Hamecs
Design & Art Direction / Freya Garcia
Production Design / Freya Garcia
Engagement Partner / Adam Dansky
SEP Program Director / Elizabeth O'Brien
Senior Producer / Rachael Nunes
Social / Marisa Schlenvogt, Lexi Rubaum
Race Service Team
BUCK Team
I developed the hero creative for Ferrari's fan surprise-and-delight experience in Maranello, leading art direction and production design, creating 28 large-scale panels (6' × 8') that transformed years of Tifosi stories into an immersive physical environment. Drawing from previous Tifosi interviews and photoshoots, I created more than 20 custom handwritten elements and delivered production-ready artwork in partnership with Race Service.
The installation brought the multi-generational passion of the Tifosi to life at scale and established a visual storytelling system that was later expanded across additional activations for the 2026 Miami, Montreal, and Singapore Grand Prix.
While performance metrics are still being gathered, launch content generated significant engagement, with more than 115.3K likes and 9.3M views across fan surprise and walkthrough videos, helping amplify the stories of the Tifosi to a global audience.
The installation brought the multi-generational passion of the Tifosi to life at scale and established a visual storytelling system that was later expanded across additional activations for the 2026 Miami, Montreal, and Singapore Grand Prix.
While performance metrics are still being gathered, launch content generated significant engagement, with more than 115.3K likes and 9.3M views across fan surprise and walkthrough videos, helping amplify the stories of the Tifosi to a global audience.
As the visual system evolved, I helped establish and expand this approach for the Maranello driver and fan surprise shoot. Using photography across shoots in Austin, Monza, and Mexico City, I carefully extracted handwritten messages and transformed them into a scalable design language for the installation. Each panel incorporated real words from real fans, reinforcing the idea that the Tifosi were not just the audience, but the heart of the story. I even got to sneak in my handwriting on one of the panels!
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