IBM x Scuderia Ferrari

IBM × Scuderia Ferrari — Ferrari Hyperdrive, 2025

IBM × Scuderia Ferrari is a scalable immersive racing experience that demonstrates how intelligent systems can transform raw performance data into rapid feedback and real-time understanding. Developed as part of IBM’s wider AI Sports Club programme, the experience translates the precision and complexity of Formula 1 into an accessible, highly engaging interactive format.

The project exists in two complementary formats: a competitive multiplayer racing experience and a single-run race simulation, allowing it to scale from large-scale executions at the Formula 1 paddock to conference and exhibition environments. Behind the experience, FIELD.IO captures detailed racing inputs including braking, acceleration and steering angle, feeding this telemetry into IBM watsonx to generate personalised insights based on each participant’s performance. This combination of high-speed interaction, data visualisation and intelligent analysis creates a direct connection between the participant’s actions and the performance intelligence traditionally associated with Scuderia Ferrari.

I contributed as Creative Producer at FIELD.IO, supporting the creative development and production of the experience and coordinating the multidisciplinary teams responsible for design, 3D, development and technical delivery. My role helped translate the creative direction into a robust, scalable experience that could be deployed across different environments while maintaining the quality and coherence of the core interaction.

Credit: Production — Kerem Demirayak, FIELD.IO

Project Credits:
Created by: FIELD.IO
Client: IBM
Executive Creative Direction: Xander Marritt
Creative Direction: Vincent Venema, Max Palmer
Technical Direction: Jonas Otto
Production: Kerem Demirayak
Design: Jason Wiley, Audrey Ma, Max Palmer
Development: Casper Wortmann, Ezekiel Aquino, Sargey Rose, Shadi El Hajj, Lukas Schmeck, Marc Winklhofer, James Lee
3D Design: Julien Bauzin, Sam Care, Dorian Gourg, Elliot Brett, Brendan Mannion