Peloton 'Las Vegas'
A total tour-de-force to craft the story, work with the footage filmed by our friends at FutureDeluxe and build the content for the biggest event in Formula 1, the Las Vegas F1 Grand Prix.
Nov 07, 2025
3 min read
Director: Andrew Daffy
Prod. Company: MA+ Group
Agency: MA+ Group
Client: Peloton
This one was something else.
The brief wasn't just execution — we were brought in to direct as well, which meant assembling the right creative leadership from the start. We brought on an exceptional director who embedded himself in the project from day one, approaching it with the kind of rigour the canvas demanded.
And the canvas demands a lot. The Las Vegas Sphere operates at a scale that recalibrates your instincts entirely — what reads as subtle becomes monumental, what feels measured becomes rapid. Before a single frame was processed, the director built out a full pre-visualisation at true scale, because working without that reference isn't just imprecise, it's dangerous.
Time was the other defining constraint. With a tight turnaround, the architecture of the piece had to be built around existing footage from the TV commercial, which sounds simpler than it is. Selecting the right material from a vast body of rushes, identifying what could be looped credibly, and then cutting, processing, and sending those elements to roto was a substantial pipeline in itself.
AI-assisted tools helped accelerate certain shots, but the bulk of the compositing lived in After Effects, and at Sphere resolution, a single pixel out of place is visible to thousands of people simultaneously. That level of scrutiny changes how you work.
On the CG side, we processed and adapted elements originally constructed by FutureDeluxe — rebuilding them for the Sphere's extraordinary resolution spec. The render demands were, frankly, extreme. Fortunately, our cloud infrastructure meant we could scale on AWS rapidly, running not dozens but thousands of machines in parallel to meet the deadline.
Having delivered a previous Sphere project, we came in with hard-won knowledge of the QC process — and that institutional memory was worth its weight in gold. It let us move faster, flag issues earlier, and ultimately deliver in a timeframe that would have been impossible the first time around.
Watching it run live during the Formula 1 Grand Prix in Las Vegas was one of those rare moments where the work stops feeling like work. We were all there, we all stayed for it, and seeing it at that scale — in that setting — was genuinely extraordinary. If you're watching the race replay, keep an eye on laps 6 through 8.