Apple TV+ turns Times Square corner into a Formula 1 racetrack

To promote its Formula 1-themed film on Apple TV+, the streaming platform transformed a digital billboard in Times Square, New York, into a visual extension of a racetrack, demonstrating how digital out-of-home can go beyond screens and interact with urban architecture. 

The campaign uses a corner DOOH screen, where the creative cleverly mimics the geometry of a racing circuit. Track markings wrap around the bend of the building, turning the billboard’s corner into what looks like a Formula 1 racing turn. As the digital visual plays out, a racing car appears to sweep around the corner, using the building’s natural structure to simulate the dynamics of a high-speed turn. 

By designing the design around the shape of the screen rather than forcing a standard rectangular layout, the campaign turns the billboard into an extension of the story itself. The illusion is simple but effective: the building becomes the track, and the screen becomes the moment where the car hits the apex of the turn. 

Located in Times Square, one of the world’s most visible DOOH environments, the installation naturally benefits from heavy pedestrian and traffic flow, ensuring that the dramatic visual effect captures attention from multiple viewing angles.