Marsh: Turning Colleagues Into F1 Drivers With AI

Marsh wanted to bring the energy of its Formula 1 sponsorship into an internal colleague event at its New York headquarters.

But the creative had to be precise. It needed to feel unmistakably Marsh without borrowing too heavily from the visual identity of individual F1 teams or competitors.

And with executives attending and a tight setup window, there wasn't much room for experimentation once the event started.

This was not a casual deployment, it was a branded experience inside a high‑visibility internal event, and the execution had to match that standard. Led by Marsh’s internal team, including Vice President, Senior Events Specialist Kelly Boon, who partnered with OutSnapped to bring the Formula 1‑inspired AI photo experience to life, the colleague engagement event was designed to feel as intentional as an external brand campaign.

We built a custom AI photo experience using two FutureFoto booths.

Guests stepped in for a photo, and AI transformed them into F1-inspired drivers using a visual style created specifically for Marsh.

The creative leaned into Marsh's blue palette, with custom uniforms, backgrounds, and branded overlays designed to keep every finished portrait consistent with the brand.

Within moments, colleagues went from office event to race-day portrait.

That transformation was the experience. It was quick to understand, fun to compare with coworkers, and gave guests something personal to take away from the event.

The sponsorship gave the experience a reason to exist.

The F1 concept wasn't chosen because AI portraits were trendy. It connected directly to a sponsorship Marsh colleagues already recognized, making the activation feel relevant to the event.

It looked like Marsh.

Instead of dropping guests into a generic racing template, we developed the visual direction around Marsh's brand. Even details like logo placement were handled separately from the AI generation so the final outputs stayed clean and accurate.

It gave colleagues something to talk about.

Part of the fun was seeing how each person was transformed. Guests could compare portraits, share their results, and experience the sponsorship themselves instead of simply hearing about it.

The complicated part stayed behind the scenes.

Creative testing, brand approvals, setup timing, IT requirements, and event logistics were handled before guests arrived.

For attendees, the experience stayed simple: step in, take a photo, become an F1 driver.

The activation generated:

• 295 photo booth sessions
• Two AI photo stations running at Marsh's New York headquarters
• Custom F1-inspired portraits built around Marsh's brand identity

For an internal event, the goal wasn't mass reach. It was participation—giving colleagues a reason to engage with a sponsorship in a way that felt personal.

Internal events don't need to feel like internal communications.

Make the theme personal. Instead of telling employees about a sponsorship or campaign, let them become part of it.

Give people something worth keeping. Personalized content gives the experience a life beyond the event itself.

Create a natural conversation starter. When everyone's result is different, comparing them becomes part of the experience.

Keep participation simple. The technology can be complicated behind the scenes. It shouldn't feel complicated to the guest.