Williams adds animated 'eyes' to garage monitors during Bahrain testing

Williams has captured the attention of the F1 paddock and fans by fitting animated, blinking eyes to the back of its garage monitors during pre-season testing in Bahrain. The playful digital addition, reminiscent of a Pixar character, serves as a novel fan engagement tool while the team focuses on the serious business of mileage and reliability checks with its new car.

Why it matters:

In an era where fan engagement and digital content are increasingly vital, Williams's lighthearted innovation demonstrates how teams are looking beyond pure performance to connect with a global audience. It represents a shift towards blending sport with entertainment, creating shareable moments that humanize the highly technical world of Formula 1.

The details:

• The animated eyes are displayed on screens mounted on the back of the driver's in-garage data monitors, which typically face the cockpit.
• Team Principal James Vowles reported a "strong day" focused on mileage, understanding the new chassis and power unit, and "flushing gremlins out of the system." He noted the car has "no vices" but requires deeper analysis.
• A deliberate engagement strategy: A Williams spokesperson stated the team is "always looking for ways to innovate and push the boundaries in how we connect with fans," confirming the screens are a purposeful experiment in engagement.
• The concept draws a direct parallel to the famous animated eyes on the Las Vegas Sphere, which tracked cars during the grand prix, suggesting a trend towards interactive track-side and broadcast features.

What's next:

The animated display is expected to travel with the team to the season-opening Australian Grand Prix. Williams has hinted it has more to show regarding the screens' capabilities, indicating this initial reveal is just the start of their fan-focused digital innovations for the 2024 season.