Circuit Gilles Villeneuve
Glenfiddich Whisky Dinner
Bal Interdit at the Ritz
Case Study · 2026
Case Study · F1 Weekend & Brand Partnerships
Four events in three days. Trackside at Circuit Gilles Villeneuve, Glenfiddich's Beyond the Track dinner for Aston Martin F1, BOSS x Aston Martin, and Bal Interdit at the Ritz. A 20-slide carousel capturing how Montreal becomes a different city during race weekend.
01 — Overview
Montreal for F1. Spent the day trackside at Circuit Gilles Villeneuve. That night Glenfiddich hosted their Beyond the Track dinner for the Aston Martin F1 partnership. Completely different energy from the track. Small room, good whisky, good people.
Bal Interdit at the Ritz the next night. BOSS x Aston Martin after that. Four events in three days — each with a distinct brand activation, each captured across a 20-slide carousel that positioned Montreal race weekend as the ultimate convergence of motorsport, fashion, and luxury hospitality.
"Montreal during race weekend just becomes a different city."
| Partners | Glenfiddich Whisky, Aston Martin F1, BOSS, Bal Interdit, Laurent Perrier |
| Location | Montréal, Canada |
| Experience | F1 Race Weekend & Multi-Brand Activations |
| Highlights | Circuit Gilles Villeneuve, Beyond the Track Dinner, Bal Interdit at the Ritz, BOSS x Aston Martin, Mercedes-AMG Reveal |
| Content Type | 20-Slide Carousel + Stories |
| Content Date | June 2026 |
| Platforms | Instagram Carousel, Stories |
| Post Link | View Post → |
| Photo Credits | @edmontrealphotography · @alchemystsus |
02 — Deliverables
20-slide carousel documenting the full Montreal F1 weekend — trackside racing, Glenfiddich dinner, BOSS x Aston Martin, Bal Interdit, and Mercedes-AMG reveal.
248K ViewsReal-time story coverage across @scottdclary (2M followers) documenting every event — paddock access, dinner atmospherics, nightlife, and behind-the-scenes moments.
Multi-SlideDedicated coverage of the Beyond the Track dinner — Glenfiddich's intimate whisky experience for the Aston Martin F1 partnership. Cocktails, hospitality, and the AM car on display.
SpiritsFull documentation of Bal Interdit at the Ritz — Laurent Perrier bar, Mercedes-AMG reveal under crystal chandeliers, performers, and the immersive red-and-purple atmosphere.
NightlifeCoverage of the BOSS and Aston Martin F1 partnership activation — where fashion meets motorsport during one of the world's most prestigious race weekends.
FashionOrganic multi-brand storytelling across five partners in a single carousel — each brand woven naturally into the race weekend narrative without feeling forced.
5 Partners03 — Performance
A 20-slide carousel that captured four events across three days — the multi-brand format drove exceptionally high saves and shares, signaling strong audience intent to attend future F1 events and engage with the featured brands.
Metrics projected based on early trajectory. Post is still accumulating.
04 — Experience
Motorsport
A full race day trackside at Montreal's iconic street circuit on Île Notre-Dame. Paddock access, the Aston Martin garage, and trackside views of Alonso and Stroll pushing the AMR25 through the Wall of Champions section. The Montreal skyline as the backdrop to one of the calendar's most demanding circuits.
Spirits & Hospitality
Glenfiddich's intimate dinner for the Aston Martin F1 partnership. An elevated whisky experience with custom cocktails, a full Aston Martin F1 car on display in the venue, green velvet lounges overlooking the Montreal skyline, and the Glenfiddich hospitality bar. Completely different energy from the track — small room, good whisky, good people.
Nightlife
Montreal's most exclusive race weekend event. The Ritz-Carlton's grand ballroom transformed with dramatic red and purple lighting, Laurent Perrier champagne bar, a Mercedes-AMG reveal under crystal chandeliers, and performers in illuminated glass boxes. Hundreds of guests in black tie. A drone show finale visible from the terrace. The kind of night that defines F1 weekend culture.
Fashion
The intersection of fashion and motorsport. BOSS's activation for the Aston Martin F1 partnership — where the race weekend's daytime energy transitions into evening fashion. A brand partnership that sits naturally at the crossroads of performance, style, and the F1 lifestyle.
