Haas F1 Team × Toho 2026 Activating Campaigns & Sponsorships
A 3D mobile race game through the lava
Published Updated
For the 2026 season the Haas F1 Team brought Godzilla into Formula 1, a season-long collaboration with Toho built around an aggressive, monster-inspired livery that debuts at the Japanese Grand Prix and races again in the United States. A livery turns heads on track, but the team wanted something fans could step into themselves, on the phone already in their hand.
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The Godzilla livery gave the Haas F1 Team a story worth telling across the whole season, and the brief was to make fans part of it rather than spectators of it.
That is exactly what our campaign and sponsorship activations are built for: taking a partnership moment fans already love and giving them a reason to play with it, not just watch it go by.
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We built a browser-based 3D race game set in Godzilla’s world. Players take a Godzilla-liveried Haas F1 car through a volcanic hazard course, weaving around lava and rock to set their fastest lap while the monster looms on the horizon.
It runs straight in the browser on mobile, so there is nothing to download: one tap from a post, a banner or a QR code drops a fan onto the track. Built mobile-first, it stays fast and playable wherever fans meet the campaign.
Racing the lava course in the Godzilla-liveried Haas
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Every lap feeds a global leaderboard, turning a quick race into a season-long contest. The fastest players qualify for a chance to win exclusive, signed Godzilla × Haas F1 Team merchandise.
To launch it, the Haas F1 drivers took on the course themselves and challenged fans to beat their times, giving the game a face and a reason to share it around each race weekend.
The screens
The Godzilla × Haas F1 game, playable in the browser on mobile.
The film
The Haas F1 drivers take on the game · 0:59
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