AI Paddock Pass - Aston Martin x Puma

Primatix brought Formula 1 to Oxford Street. For the opening activation at Puma's flagship store on 11 December 2025, we built an AI photo booth that put each guest into the Aston Martin Aramco team kit and printed the result as a personalised paddock pass, complete with their name and a lanyard. The store ran the activation across a ten-hour day to a footfall of 5,000 visitors.

Client: Puma, with the Aston Martin Aramco Formula 1 Team
Event: Flagship store opening activation
Location: Puma flagship store, Oxford Street, London
Date: 11 December 2025

The Challenge: a credential worth queuing for

The brief was a fan activation and influencer event that made the Aston Martin partnership tangible on a retail high street. Puma wanted the take-home to feel like genuine team memorabilia, something guests would keep rather than bin on the way out.

Delivering that inside a store meant solving several things at once:

• Put every guest convincingly into the Aston Martin driver suit, with the correct Puma and team branding.

• Match the kit's colours accurately, down to the dark opal green, so the pass read as authentic.

• Personalise each pass with the guest's name and print it fast enough to keep a busy store moving.

• Design the pass and lanyard as one credential people would actually wear and keep.

The Solution: the Paddock Pass

We built a custom AI photo booth that generated a paddock-style credential on the spot. Each visitor stepped up, had their photo taken, and our system placed them in the Aston Martin team suit before compositing the shot onto a branded pass carrying their name. The finished card printed with a lanyard slot and went straight round the neck, the same pass an F1 crew member wears in the paddock.

Getting the kit right was the hard part, and where most of the preparation went. We worked from the team's own driver-suit references and colour specifications to keep the uniform, sponsor logos and green accurate under store lighting, then ran test prints before the event to check colour before anything went to production. The result is closer to matching a real team uniform in an AI portrait than a generic filter. You can see the same booth engine behind our Lenovo F1 brand activation. We ran a similar motorsport build for the Paramount+ F1 fanzone.

Why It Worked

Motorsport fans rarely get near a real paddock pass, so making one with their own face and name on it turned a store visit into something to show off. The credential was wearable, personalised and unmistakably team-branded, which is the kind of merchandise people queue for. Bringing that F1 feeling to a shop on Oxford Street, rather than a track, is what made it land as both an activation and an influencer moment. For the mechanics of how this works, see our AI photo booth.

Conclusion

The paddock pass was a new format for us, and a technically fiddly one, from the AI kit swap to the printed lanyard credential. It worked because the detail held up: the uniform, the colour and the personalisation all read as real. That is what turns a quick photo into a piece of memorabilia a fan keeps.