AWS Real Time Race Track

Rapidly iterate Grand Prix-ready racing circuits, then leverage real-time data and AI-powered strategies from Amazon Nova to drive better, faster decisions.

Client

AWS
  • experiential
  • digital
  • front end development
  • unity
  • back end development
  • 3D
  • gaming
  • design
  • fabrication

Project Overview

The Brief

The partnership between AWS and F1 requires communicating a deep technical understanding of all aspects of car and driver. What better way to communicate the products behind F1 data analysis than to put users directly into the driver’s seat?

From entering the Pit Wall to create your own custom track, to receiving one-of-a-kind racing strategies, to stepping on the pedal and barreling down the raceway at 200mph, our goal was to create a comprehensive end-to-end experience, from track design to checkered flag, utilizing AWS’s suite of generative AI products.

Play

Creating The Track

Attendees step into a pitwall inspired by the trackside race command centers used by every Formula 1® team, where they can design an original race track using AI-powered analysis from Amazon Bedrock. When their circuit is complete, a simulated racing lap captures key performance insights and data points, as well as a custom racing poster they can share.

Based on the unique attributes of each attendee-designed track, AWS generative AI rapidly analyzes the data to produce two viable race strategies, featuring detailed guidance that demonstrates its potential to accelerate business critical decisions.

Driving the Dream

Then, it's time to jump into the driver's seat! Every visitor's circuit is brought to life in a high-speed, 3D racing game experience.

Leveraging Amazon Nova and an in-headphone AI racing team, users are able to experience the unique turns and straightaways they’ve created, set in a customized environment of their choosing. Whether it’s the Sierra Nevada Mountains or the African Plains, the track is one-of-a-kind to each individual and displays the power of AWS genAI for businesses around the world.

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