K-Beauty World x Formula 1 Mexico City Grand Prix
During the Formula 1 Mexico City Grand Prix, K-Beauty World powered by Landing International launched a bold, social-first activation inside an exclusive Influencer Suite in partnership with Influur. Positioned alongside global brands like Meta, Twitch, and Lenovo, the goal was to introduce K-beauty to a high-profile, culturally engaged audience through an immersive, content-driven experience.
The Idea
We reimagined the K-Beauty Arcade to become an interactive, social-first activation designed to blend:
Product discovery
Gamified brand experiences
Shareable, high-impact content
Featuring four K-beauty brands, the space was built not just for the moment, but for the feed.
My Role
I led the campaign end-to-end:
Creative direction & campaign ideation
Social-first content strategy
Influencer and brand collaboration alignment
On-site execution and real-time content capture
Shot-list and direction for photo/videographer
Post-event amplification
This project merged my passion for motorsports with my expertise in brand storytelling, making it both professionally defining and personally meaningful.
EXECUTION
We approached the campaign as a full content ecosystem, not just an event:
Pre-event storytelling to build anticipation
Community-driven content filmed in East Los Angeles to localize and connect culturally
Real-time coverage during the 3-day race weekend
Influencer-led UGC to extend reach and authenticity
Strategic brand collaborations to amplify visibility
RESULTS
23 total posts across the campaign, including:
1 teaser + 1 reveal
4 community-driven posts (East LA storytelling)
3 co-collaborations with Ulta Beauty Mexico
12 live posts during the F1 weekend
3 influencer-led UGC videos
Key Moment:
During the event, Ulta Beauty Mexico organically collaborated with K-Beauty World on Instagram, an unexpected milestone that validated both the cultural relevance and impact of the campaign in real time.
Organic Collaboration with @ultabeautymx
