Brands in the Driver's Seat

How peak & expensify found the fast lane in f1: the movie

There’s no question: F1: The Movie is a high-speed, high-stakes play - not just for Apple, Brad Pitt, or Formula 1 fans - but for the brands bold enough to be part of the action.

The film has achieved nearly $600 million at the global box office and two fictional racing teams built from real-world sponsors, F1: The Movie blurred the lines between storytelling and branding in the best possible way. And two of the brands that played a starring role? Expensify and PEAK, both facilitated by Hollywood Branded, who brokered the partnerships early in development to ensure the brands were seamlessly integrated into the story, not just slapped onto a car. In this article, Hollywood Branded breaks down how it all came together and what these partnerships got right.

the set-up:  a hollywood + formula 1 fusion

Before the cameras even rolled, F1: The Movie was already being talked about as a brand marketer’s dream. A global sport with growing U.S. viewership. An A-list cast. Real F1 footage blended with scripted drama. And a fully built fictional team - APXGP - designed to feel just as legit as the real ones lining up on the grid.

That opened the door to brand integration opportunities that went way beyond background banners.

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expensify took the lead

Expensify jumped in early and grabbed the title sponsor slot on the fictional APXGP team. We're talking prime logo placement: on the cars, drivers’ suits, helmets, paddock walls, team press room - the works.

But the real win? The brand integration didn’t feel like a stretch. Expensify’s tools streamline business expenses, and in a movie that’s just as much about the behind-the-scenes machine as the race itself, that alignment made total sense. It was subtle, authentic, and completely on-brand.

Plus, with Expensify already having seen past stock bumps from product placement (we wrote about that here), this wasn’t a one-off play. It was a continuation of a strategy that works.

Photo Credit: X

peak played the long game

While Expensify took pole position, PEAK carved out a lane of its own. The performance automotive brand sponsored Chip Hart Racing, an IMSA team racing in the grueling 24 hours of Daytona with Pitt’s “Sonny Hayes” character behind the wheel, during the exciting opening minutes of the film.

For PEAK, the placement added grit and credibility. The brand’s logo showed up in authentic racing contexts, from pit garages to driver uniforms and gear, reflecting its real-world history with motorsports and high-performance tech.

PEAK 00:15 TV spot

It was a smart move. F1 is no longer just for diehards - it’s mainstream. And PEAK leaned into that, becoming part of a pop culture moment that’s already resonating with fans across the globe.

Turning On-Screen Exposure Into Real-World Buzz

Damson Idris Met Gala Appearance

Don Tolliver x Doja Cat - The F1 Album 

A Massive Media Moment

Let’s talk results. The film raked in:

• $178.7M+ domestic opening weekend

• $392.5M+ globally out of the gate

• Over $572.2M (as of 8/10/25) in worldwide box office

• And $40M+ in brand sponsorships and integrations baked into the production

Both PEAK and Expensify achieved prime on-screen prominence, transforming scripted moments into headline-making brand wins. And both secured millions in earned media value through robust press coverage and widespread social engagement.

All of this for a movie that, just a few years ago, wasn’t even on the radar. Today, it’s Apple’s biggest theatrical release ever, and the brands that came along for the ride are getting serious exposure, not just in theaters, but across social, sports media, fan forums, and brand PR.

Photo Credit: AppleFilms Instagram Story

what this means for brand marketers

So why did this work?

Because PEAK and Expensify didn’t just buy exposure, they became part of the story. Their integrations felt natural, not forced, and the movie didn’t need to explain who they were or what they do. They showed up where they belong.

Here’s what other brands can take from this:

• Authenticity matters. Both brands had a reason to be in the world of F1: The Movie.

• Early commitment wins. Getting in at the script stage (not post-production) gives more control - and better placement.

• It’s not just about eyeballs. It’s about association. F1: The Movie is aspirational. Fast. Global. Brands that align with that get haloed by the vibe.

Photo Credit: PEAK X

final lap

Expensify and PEAK didn’t just ride shotgun. They helped drive F1: The Movie to the cultural moment it’s become. And in doing so, they’ve proven that with the right placement, in the right story, at the right time… product placement isn’t product placement. It’s brand storytelling.

That’s the kind of intelligent strategy that keeps working long after the credits roll. And at Hollywood Branded, that is what we make happen. Want to learn how your brand can make its next on-screen moment? Let's talk.

Video Credit: Apple Films

Eager To Learn More?

Ready to explore more behind-the-scenes insights into the making of F1: The Movie and how brands like Expensify and PEAK helped drive the action? Check out these related reads from our team:

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