In honor of Ferrari's 70th anniversary, we took over NYC with 70 of their classic cars along with a digital treasure hunt to find the cars.

My Role

Wireframe, design, and prototype for the web app


The event generated 1.5m+ impressions for the brand in just one weekend.



Ferrari came to us for experiential event for their 70th anniversary. With an anniversary that grand, we wanted to highlight not only the cars but the long history Ferrari holds.


The public could find the locations with a geo targeted/map web design, check into locations and post to social to redeem prizes. After the sun sets, users are able to use the site to adjust the lights on manhattan spires, to various hues of red. Here are some of the considerations we had while designing:

1. As it's a two-day activation, the process to launch the digital product and sign up for the event should be easy.

2. Organize the information where the location of each car comes first, but the users can still easily access other features

3. To find a simple way for users to claim their prizes at each location that can't be redeemed more than once.

Target audience

We wanted to target locals and tourists alike to enjoy the Ferrari experience if they were in New York City and enjoyed automobiles. The secondary audience would be people outside of NYC that wanted to look at the microsite to read more about Ferrari.

User flow


Onboarding prototype

Map/view car prototype

Final screens

This was one of my first real-life client projects that came alive. The design duration was about two weeks and it really pushed me to learn how to design and prototype effectively within the time constraint. Working on a project that included digital and experiential materials together challenged me to think outside just the digital space.

Campaign video