SpongeBob 25
x Silverstone

To mark SpongeBob SquarePants' 25th anniversary, Paramount+ and Sky Cinema brought the celebration to one of motorsport's most iconic stages: the British Grand Prix Fan Zone at Silverstone Circuit. The result was an immersive pop-up activation that put SpongeBob front and center for thousands of F1 fans over race weekend.

My role centered on two things: maintaining brand standards across a complex multi-partner activation, and concepting the fan experiences. With Paramount+, Sky Cinema, Formula 1, and Nickelodeon all at the table, every asset — environmental builds, photo opportunities, games, giveaways, and print materials — had to satisfy multiple sets of brand guidelines while still feeling like a single, cohesive experience. Getting that balance right, at speed, was the core creative challenge.

The activation lived in the Fan Zone and was designed to earn attention in an environment full of competing stimuli. The SpongeBob 25 identity needed to hold its own against F1's visual language — bold enough to cut through, but faithful to the character and the milestone it was celebrating.