Whipped Cream lands F1 anniversary remit

The experience will feature six immersive spaces, where live performers will guide visitors through the team's history, including its triumphs, tragedies and defining moments

Creative communications studio Whipped Cream has partnered with Atlassian Williams F1 Team to develop W50 Live, an immersive theatrical experience celebrating the Formula 1 team's 50th anniversary. The production will run from February 11 to 28, 2027, in Waterloo, London, bringing five decades of racing history to life through performance, storytelling and experiential design.

Heritage cars, original memorabilia, cultural references and soundscapes will form part of the production.

Whipped Cream leads W50 Live creative development

Whipped Cream is responsible for the end-to-end development and management of W50 Live. Its remit covers the initial creative concept, experience design, production, ticketing platform management and delivery of the visitor experience throughout the event.

The project reflects the studio's approach to connecting brand strategy, creative campaigns, cultural partnerships, talent activations, public relations and immersive experiences. Its work spans consumer brands, entertainment and culture, with an emphasis on developing integrated campaigns across multiple audience touchpoints.

Studio expands experiential portfolio across brands

For Joe & The Juice, Whipped Cream translated a Maya Jama-led matcha campaign into an immersive launch experience. The activation brought the campaign's 1980s breakfast television concept into a physical setting for media, creators and the wider community.

Its entertainment projects include ITV's I'm A Celebrity...Get Me Out Of Here! immersive dining experience at London's Barbican. Combining theatrical storytelling, live entertainment and talent appearances, the production was shortlisted for a 2025 Campaign Experience Award.

Other UK projects include Blank Street's multi-city Get The Scoop campaign and Taco Bell's 10-city Supreme Spin UK Student Tour for Freshers Week 2026, which combined experiential activations, product sampling and creator engagement.

Whipped Cream builds international brand partnerships

The studio has also delivered market-entry campaigns for Joe & The Juice in Ireland and Taco Bell in Ireland and Germany. Its wider portfolio includes Spotify projects combining live music, cultural programming and interactive brand experiences.

Blank Street was Whipped Cream's first client, followed by ITV and Spotify. The studio has since worked with brands including Disney, Taco Bell, Pinterest and Joe & The Juice, expanding its portfolio across consumer, entertainment and culture sectors.

Williams partnership marks milestone for studio

Omar Foster, Co-founder and Creative Director, Whipped Cream: "Whipped Cream was built to challenge and engage audiences with campaigns and experiences they haven't seen before, and want to spend their time embracing. W50 Live marks the first time a Formula 1 team has brought its own history to life through an immersive theatrical experience, and we're incredibly proud to be part of it. Williams has an extraordinary story to tell, and this project gives us the opportunity to translate five decades of racing history into something audiences can physically step into and experience."

www.whipped-cream.co.uk

www.williamsf1.com

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