When Product Placement Becomes Cinematic Art
Some films entertain. Others inspire. But F1: The Movie did something rare: it completely reshaped what branded entertainment can look like. With its thunderous $144 million global box office debut, the Apple Original Films production wasn't just a blockbuster- it was a brand marketing masterclass.
Led by the star power of Brad Pitt and helmed by Top Gun: Maverick director Joe Kosinski, F1: The Movie seamlessly blended storytelling and sponsorship in ways that felt organic, immersive, and unforgettable. In this article, Hollywood Branded shares how two of our brand partners - Expensify and PEAK - became embedded in the heart of one of the most ambitious product placement campaigns in entertainment history.
Full-Throttle Integration – Beyond the Logo Drop
This wasn’t your typical product placement strategy. Expensify and PEAK weren't tucked into the background or squeezed into a single scene. Instead, these brands became central characters within the film's racing universe. F1: The Movie created a full-spectrum brand storytelling environment, blending screen presence with real-world activation.
Expensify emerged as the title sponsor of the fictional APXGP team. From race suits and helmets to team mentions in commentary, the integration was complete. Meanwhile, PEAK powered the Chip Hart Racing team, with its logo woven into some of the most pivotal moments of the story, including a jaw-dropping F1 audition race sequence.
F1: The Movie #1 In The World
A Case Study in Cultural Marketing Impact
Expensify didn’t just show up on screen. It built a campaign that created true cultural currency. Brad Pitt and Damson Idris wore Expensify-branded gear in nearly every major racing sequence. The film referred to the team by name - the "Expensify APXGP team"- throughout. And Damson Idris even became a real-world celebrity ambassador, sporting the Expensify Visa card and fire suit at the Met Gala.
The business impact was immediate:
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37% stock surge after the teaser drop
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17.7 million shares traded in a single day
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400% spike in web traffic and signups
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Expensify APXGP cars in music videos by Ed Sheeran, Doja Cat, and others
This wasn’t just screen time. It was full-funnel cultural marketing with measurable ROI.
Photo Credit: F1 The Movie Trailer
Realism Meets Storytelling
PEAK's integration went beyond visibility. It helped define the realism and authenticity of the film. As the title sponsor of the PEAK/GEICO Chip Hart Racing Team, PEAK wasn’t a prop - it was a character. Audiences saw PEAK on helmets, cars, uniforms, and even heard it mentioned in commentary.
Even more impressively, PEAK's livery wasn’t just created for the movie. It competed in real-world races like the 2024 Rolex 24 At Daytona and 2025 Le Mans. The live-action racing footage was captured for the movie, making PEAK part of both cinema and sports history.
Photo Credit: F1: The Movie - Porsche takes you behind the scenes of Apple’s box office hit
Apple and 30+ Brands Launch a Global Entertainment Ecosystem
Apple didn’t just release a movie. They launched an ecosystem. F1: The Movie was supported by global activations across Apple Maps, Apple Pay, Fitness+, Podcasts, and more. Apple Retail hosted film-themed displays, and the WWDC keynote spotlighted the movie.
Over 30 brands joined the ride:
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Mercedes-Benz
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IWC Schaffhausen
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Tommy Hilfiger
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Heineken
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KFC
Each brought new audiences and platforms to the film’s marketing universe. And every brand, including Expensify and PEAK, gained cultural credibility by association.
Photo Credit: F1: The Movie Poster
Engineering Brand Wins at Hollywood Branded
Landing these integrations was no small feat. At Hollywood Branded, we led the charge, navigating complex approvals across Apple, Warner Bros., Formula 1, and dozens of stakeholders. This was a three-year marathon of creative alignment, legal logistics, and strategic storytelling.
From managing script changes to engineering cross-promotions, our team operated like a racing pit crew- fast, efficient, and in sync. The result? Two of the film's most prominent brand integrations each deeply tied to the storyline, audience, and cultural impact.
Ready to Put Your Brand in the Spotlight
F1: The Movie wasn’t just a film - it was a global brand showcase. Expensify and PEAK didn’t just land product placement - they became iconic characters in a blockbuster story. That didn’t happen by chance. It happened because of smart strategy, bold vision, and relentless execution.
At Hollywood Branded, we specialize in making moments like this happen. From script development to screen time, red carpets to retail integrations, we turn pop culture into ROI. If you’re ready to see your brand in the spotlight, let’s talk. Because your brand deserves more than a cameo - it deserves to be unforgettable.
Eager To Learn More?
Curious how product placement really works behind the scenes? At Hollywood Branded, we make moments like this happen - from concept to cultural impact. If you're ready to make your brand part of the story, we can help you get there.
Check out these related Hollywood Branded article posts - and watch F1: The Movie, in theaters now!
- Hollywood Branded’s Blueprint for Effective Product Placement
- From Silver Screen to Social Feeds, How Product Placement Evolves
- Behind the Scenes: How Hollywood Branded Makes Movie Magic (For Your Brand)
- The Power Of Product Placement Over 40 Years
- Leveraging Hollywood Partnerships: How Brands Achieve Unmatched Cultural Relevance
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