Fans have a chance to create their own trophy as well.
This year, Amazon Web Services (AWS) debuts the first-ever generative AI-inspired trophy at the FORMULA 1 AWS GRAND PRIX DU CANADA 2024 June 7 – 9 in Montreal, Canada. AWS designers and marketers collaborated with FORMULA 1 (F1) and the AWS Generative AI Innovation Center to explore trophy designs that capture the elegance of F1 tradition while leveraging AWS generative AI models. Using the Amazon Titan Image Generator foundation model in Amazon Bedrock, AWS created hundreds of trophy design concepts in minutes based on various prompts.
The data-driven world of F1
F1 is a data-driven sport that blends human, machine, and technology with a single goal: win the race and raise the winner’s trophy on the podium. Across five continents, 10 teams in 20 cars compete in 24 races during an F1 season. At speeds over 200 mph (320 km/h), every blink of the eye creates up to 65 feet (20 meters) of darkness. Drivers experience up to 5g forces during cornering and braking, and train their heart to beat at 160 times a minute for over two hours. Behind each driver is a team of engineers and strategists analyzing data from their team’s two race cars. Each race car generates over 1.1 million data points per second from around 300 sensors. With split-second decision making, danger, and multi-million-dollar implications – a lot is happening on and off the track. And since 2018, F1 and AWS have innovated together to leverage F1 data and AWS’s cloud technologies to transform the sport. The partnership is built on a shared passion for technological innovation, which is why AWS turned to generative AI to create the FORMULA 1 AWS GRAND PRIX DU CANADA 2024 trophy.
Using generative AI on AWS to design the trophy
Because F1 is data-driven, AWS had a variety of unique storytelling opportunities to weave and integrate into the design of the trophy. Should the trophy reflect the Circuit Gilles Villeneuve, the iconic track in Montreal for the FORMULA 1 AWS GRAND PRIX DU CANADA 2024? Can the design represent the significant gravitational forces drivers experience? Can this trophy be a combination of all historic F1 trophies over the last seventy years? AWS designers and marketers collaborated with the AWS Generative AI Innovation Center—mirroring the same path any customer would follow to learn about what is possible with generative AI.
The working group started by using the Amazon Bedrock “Image Playground” in the AWS Management Console. They then leveraged Amazon Titan Image Generator to quickly brainstorm and ideate across multiple internal teams. AWS marketers and designers were able to adopt and immediately start creating designs quickly—even with limited prior experience using generative AI for design. In just seconds, AWS marketers and designers could tweak their prompts and other parameters to get updated and improved generative AI images. As certain prompts showed more promise, AWS leveraged the Amazon Bedrock API to generate hundreds of unique trophy image iterations in a matter of minutes. These images were then shared with stakeholders, enabling a collaborative decision-making process to determine the winning image that would serve as the basis for bringing the trophy to life.
In Amazon Bedrock, the team selected the Titan Image Generator model and chose the following configurations:
Mode: Generate image
Orientation: Landscape
Size: 1024×1024
Prompt Strength: Varied; 4-8
Seed: Varied; 0-2,147,483,646
Using natural language, AWS explored prompts focused on the cloud infrastructure used for F1 data, artistic representations of the Circuit Gilles Villeneuve, a combination of all historic GRAND PRIX DU CANADA trophies, and a trophy that embodied the millions of data points being transmitted from the car in real-time. Prompts like: “Design a trophy representing billions of data points” or “Design a trophy inspired by the flow of data from the car to the cloud” were turned into realistic, studio-quality images that could be edited and refined.
Design your own F1 trophy with generative AI
Our team had so much fun during this process that we want to give you the opportunity to use generative AI to design your own F1 trophy. With AWS PartyRock, a generative AI playground, you can easily experiment, create, and ideate on designs for your own F1 trophy.
Visit the PartyRock Trophy Sweepstakes and start designing today. Not only will you get to experiment with prompt engineering and learn about generative AI, but you can even enter to win a paid, all-access VIP trip to a 2025 FORMULA 1 GRAND PRIX. Entries are due by October 31, 2024, and the selected winner will be announced at AWS re:Invent 2024. Terms and conditions do apply.
So, what are you waiting for? Unleash your creativity, explore the power of generative AI, and design your own F1 trophy.