How to AI with Henry: The AI Photobooth We Built for T-Mobile at F1
Behind the scenes of the photobooth that turned guests into F1 drivers at T-Mobile's Un-carrier launch in Las Vegas.
Henry Evans, VP, Strategy & Senior Creative Director, Proscenium · 2025-09-09
We made an AI photobooth that actually looked good
In one of our emails a few months ago, I mentioned how AI-powered photobooths at events weren’t doing too hot... they always came across as gimmicky and unreliable.
I wanted to do them properly. I just needed an opportunity.
And then one came along.
We recently worked with T-Mobile on the high-octane launch of their ‘Un-carrier’ campaign at the Formula 1 Grand Prix weekend in Las Vegas, bringing magenta-drenched magic to the racetrack.
Now was my chance!
I built a system through which users could take selfies on their phones and watch themselves get transformed into F1 drivers on a screen in one of the main event spaces.
The results were amazing, and they also tied in neatly with one of T-Mobile’s corporate partnerships. Guests’ AI portraits were displayed in a faux interface designed to mimic a streaming service, paired with fictional synopses that made it look like they were starring in an F1 show.
Below that? Promos highlighting that Netflix and Hulu are free on T-Mobile. Very slick...
Given the tight five-week turnaround on the T-Mobile event, adding a bespoke photobooth to the production workload might have seemed unwise a few years ago. But with new AI tools, creating something relatively complex like this was a breeze.
All we needed was the idea, and that’s where the Proscenium crew’s creativity came in. That’s something you can never automate.
About the author
Henry is a super creative guy