Dark Mode Arcade

The challenge

Chrome's McLaren partnership needed a physical presence at the Las Vegas Grand Prix that read as a browser brand rather than a car sponsor — something a race crowd would queue for and a camera would love at night.

The approach

Dark Mode Arcade took Chrome's product vocabulary literally: the browser's dark theme rendered as neon tube, the four-colour mark as a lighting system, and the McLaren papaya as the one warm accent in a cool room.

The system carried from the physical build to the driver helmet and out into film and paid social for the Vegas race weekend.