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Join this session to learn how creative technology contributed to the celebration of Ayrton Senna’s legacy during the 2024 São Paulo Formula 1 Grand Prix. We’ll explore the strategic use of immersive tech, mobile AR, AI-powered OOH screens, and gamified storytelling — which enabled new ways of living, sharing, and paying tribute to Brazil’s most iconic sports hero.

Senna XR: how creative tech contributed to the legacy of a sporting icon

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