Formula 1 has exploded as the fastest-growing spectator sport in the U.S., and the content race is even faster. With every panel of the car and every patch on a firesuit crammed with sponsors, brands struggle to stand out. For Visa, sponsor of the Visa Cash App Racing Bulls (VCARB) Formula 1 team, we found an angle to engage new audiences with a content approach the grid had never seen. We discovered an untapped connection in social data between F1 fans and corporate culture (#officelife), as evidenced by VCARB followers showing a 7.7x higher likelihood of following work-related handles than the average person. So, we created “Take Your Driver To Work Day,” a content series featuring globally-recognized drivers Liam Lawson, Isack Hadjar, and Rafaela Ferreira, inside Visa’s HQ to experience their “first day” in an office.