Zooooooom… did you see that?

It’s the fully-integrated TurboTax campaign that was recently launched at the F1 Montreal ‘26.

Since Formula 1 prides itself on being at the forefront of innovation and having relentless pursuit of breaking new grounds, this notion naturally compliments TurboTax’s overall business model, and sets up this bold campaign program.

I was the Art Director Lead on the creative development, branding, 20×20 activation footprint, interactive game component, and even designed the brand’s first-ever promo F1 racer! I also created their furry F1 Engineer named ‘Checkie’… unofficially, a local fan-favourite.

Big shoutout goes to the Proof Experiences Agency, and to my bilingual copywriting partner, Nicolas Baudry.