More than forty years had passed since Formula 1 last raced through the streets of Las Vegas. Back in 1982, the Caesars Palace Grand Prix marked the end of the city’s brief chapter in F1 history. Fast forward to November 2023, and the sport was finally making its long-anticipated return. This time, it wasn’t just another attraction on the Strip. It was the headline act.
To pull off something that bold, Formula 1 needed more than just a course. They needed visuals that could capture the excitement, set the tone, and show the world exactly what a nighttime race through Las Vegas would look and feel like. That’s where Bowen Studios stepped in.
Bringing the Future of F1 in Las Vegas to Life
Early in 2023, Formula 1 partnered with Bowen Studios to create a series of photorealistic 3D renderings that would bring the new Las Vegas Grand Prix to life before any construction or racing began.
This wasn’t just about showing a racetrack. It was about building anticipation and giving fans a preview that felt immersive, cinematic, and unforgettable. The renderings needed to channel the electric atmosphere of Las Vegas while capturing the precision and sleek design of F1 racing. The timeline was tight, and the stakes were high, with many voices involved, from sponsors to city planners.
Visualizing the Las Vegas Strip Circuit
Our creative team began by crafting four high-impact visuals centered around key moments of the circuit. These included Koval Lane, the Paddock Zone, the MSG Sphere, and a dramatic aerial view of the Strip.
These weren’t flat images. They were filled with motion and depth. Cars zipped through neon-lit streets. Light played across the pavement and reflected from glass and chrome. Crowds buzzed with energy. Each scene told its own story with an eye toward movement, scale, and emotion.
This was not the Las Vegas of today. It was a vision of the city transformed into a world-class racing destination. A high-octane future is depicted in perfect detail.
A Global Reaction to the Renderings
When the visuals went live, they made a lasting impression. They went viral.
Coverage from outlets such as ESPN, The Sun, and The Independent garnered global attention for the upcoming race. Fans around the world shared and reacted to the images across social media. For many, this was their first real glimpse of what was to come. For sponsors, it was proof that the buzz was building rapidly.
One fan put it best when they said they thought the renderings were real photographs. That level of realism is what we strive for with every project. It was a significant win that helped drive ticket sales, attract media coverage, and build momentum.
Heineken’s Custom Chrome F1 Car
As excitement grew, Bowen Studios was brought in for another high-profile challenge. Heineken, the naming sponsor for the race, asked us to design a custom chrome F1 car surrounded by branded visuals.
This wasn’t just about making a car look sleek; it was about creating a vehicle that was both sleek and functional. The goal was to capture the energy of Las Vegas and align it with Heineken’s brand identity. The result was a reflective masterpiece that shimmered with casino reds, electric blues, and neon accents like it was racing through the Strip itself.
This rendering became a key part of Heineken’s campaign and helped elevate the entire event.
Creative Partnerships with American Express and T-Mobile
Following the Heineken project, Bowen Studios was brought on by both American Express and T-Mobile for additional custom work.
American Express commissioned us to create artwork that would appear on exclusive shopping bags given to fans at the event. For T-Mobile, we designed high-energy visuals used across print ads, digital campaigns, and on-site signage. Each rendering was crafted to match the brand’s tone while staying true to the high-speed energy of Formula 1.
These visuals not only supported marketing goals but also… They extended the prestige of the Las Vegas Grand Prix beyond the racetrack and into the hands and eyes of fans everywhere.
Behind the Scenes of a Collaborative Success
While the visuals captured the spotlight, much of the project’s success came from deep collaboration. From concept to delivery, our founder, Brent Bowen, collaborated closely with Formula 1’s creative teams, brand partners, and technical consultants to ensure that every rendering was both visually stunning and strategically aligned.
Our background in architectural visualization gave us the technical expertise needed to deliver work that was not only visually stunning but also accurate.
Looking Ahead with Formula 1
What started as a single creative project turned into an ongoing partnership. With Formula 1 now committed to returning to Las Vegas every year through 2032, Bowen Studios is honored to remain part of the journey.
We look forward to creating new visuals for sponsors, refining the race layout, and exploring new ways to engage fans with fresh designs and storytelling.
Why Visuals Are a Driving Force in Sports Marketing
In today’s fast-paced world, events like the Las Vegas Grand Prix rely on more than just logistics and star power. They need visuals that tell a story, stir emotions, and build anticipation. Renderings and 3D animations are no longer just add-ons. They are essential marketing tools that help drive ticket sales, land sponsorships, and create lasting excitement.
When done right, they don’t just decorate the campaign; they enhance it. They become the campaign.
Designing the Future One Frame at a Time
The return of Formula 1 to Las Vegas wasn’t just about racing. It was about reimagining what a sports event could look like in the heart of an iconic city.
At Bowen Studios, we’re proud to help shape that vision. Whether it’s designing for a race, a real estate launch, or a new retail experience, we believe that powerful stories begin with powerful visuals.
