The Driving Pulse

As the Data and AI partner of Formula 1, Amazon Web Services is the hidden system powering decision making from the driver’s seat to the broadcast booth, the driving pulse pushing the sport forward. And with the regulation reset taking place during the 2026 season, keeping up with the over 1M points of data per second from each car on the grid, and applying intelligence to make sense of it has never been more important.

As one of the creative leads, I’ve helped develop this B2C2B campaign from the tyres up, leading with the “Driving Pulse” creative (below) in the build up to an IRL innovation experience at the Austin GP (coming soon).