F1 Movie

Expensify has always grown from the ground up, winning users first and letting them drive adoption inside organizations. But to unlock global enterprise growth against fintech giants, the brand needed broader fame and credibility with prospective customers, to compete in conventional global media. F1 offered the perfect strategic overlap. First, it was a benefit match: F1 stands for speed, and so does Expensify. It was also an audience match. The partnership reached traditional F1 fans - affluent and business-minded audiences relevant to enterprise growth - while also connecting with the newer, younger wave of culturally engaged fans that mirror Expensify’s grassroots user base.

It took a three year collaboration with the filmmakers to integrate Expensify into the film. F1 is about fast cars. Expensify is about fast expenses. So we named the film's racing team EXPENSIFY APX GP, turning the brand into a lead character. Expensify got a staggering 35 minutes of screen time and we even wove an Expensify commercial into the movie. But that was only half the story.

Expensify was on the Apple TV homepage, in official music videos with Doja Cat and Ed Sheeran, inside EA’s F1 game, and through all the movie merchandise extensions including Lego, Hot Wheels, and McDonald’s. Expensify was even front and center in a stunt on the Met Gala red carpet, and also showed up at the Oscars. The multi-channel rollout transformed a single partnership into a full ecosystem of attention, reaching audiences across film, gaming, music, technology and, most importantly, culture at large.

A brand that's integral to the story of a blockbuster film is a gift that keeps on giving. Doja Cat and Don Toliver released a dream-sequence video for “Lose My Mind,” the lead song from the F1 movie soundtrack. The first 15 seconds of the video showcases a cinematic glide into the Expensify logo on the F1 race car. Over 20 million views later, it’s more proof that the fastest way to get your money back is through Expensify.

Alto firmly cemented Expensify in the world of entertainment and culture: from a limited-edition Lego F1 set to inside the EA F1 25 game. And F1 hit millions of Apple TV screens on December 12th.

Expensify starred for a staggering 35 minutes in the blockbuster of 2025, Brad Pitt’s F1. With ~90MM tickets sold worldwide, the brand achieved 3.2B total minutes of screen time including an in-film commercial with Damson Idris. Expensify was featured in all film marketing across Brad’s chest, press and trailers (including a Super Bowl spot).

The results: 15x return on marketing investment (based on equivalent-media-value at $149M across media, entertainment and PR). Awareness +45% Consideration +46%. Usage +40%. Preference +83%