Formula 1 and Chicken Shop Date creator Amelia Dimoldenberg are launching a four-part YouTube series called Passenger Princess, where Dimoldenberg learns to drive with the help of the ultimate instructors – Formula 1 drivers.
Produced in collaboration with Dimoldenberg’s production company, Dimz Inc., each episode will blend the creator’s signature humour with the fast-paced world of Formula 1. During the season, George Russell, Oscar Piastri, Ollie Bearman and Carlos Sainz will show her the ropes, as she embarks on the pursuit of a driving licence.
Following the success of Drive to Survive and F1 The Movie, F1 said this is “the latest example of Formula 1’s original content strategy to deeply embed the sport in popular culture and reach new fans outside of traditional race weekends”.
With 820 million fans worldwide, of which 43% are under 35 years old, and 42% is female, F1 is hoping that the collaboration will bring the drama and excitement of the franchise to Dimoldenberg’s fanbase of 3.15 million followers across social media.
The partnership marks the continued expansion of Dimz Inc. in entertainment and branded spaces, with Passenger Princess joining a slate of series including Amelia’s Cooking Show and Who Cares?, a socio-political vox-pop programme.
Emily Prazer, chief commercial officer of Formula 1, said: “This collaboration with Dimz Inc. marks the latest partnership from Formula 1 to engage with its rapidly growing demographic of young fans. Passenger Princess will combine Amelia’s wit and charm with the drama and excitement of Formula 1. We can’t wait for fans to see it.”
Ian Holmes, chief media rights and broadcasting officer of Formula 1, added: “Amelia has one of the most distinctive and entertaining voices in culture today and we love the quality, originality, and global content she produces, so we’re thrilled to be putting her in the driving seat on a Formula 1 track and offering help from a few good drivers we know. This series is another way for F1 to entice a new audience.”
Dimoldenberg said: “My dream has always been to tell stories and work with great collaborators, so I’m proud to be working with such an iconic and recognised brand as F1 on this latest original series. Although I don’t know how to drive. I’m excited to put my well-established passenger – and interviewing – skills to good use.”
The show was filmed at the FORMULA 1 MOËT & CHANDON BELGIAN GRAND PRIX 2025 and will be hosted on Dimoldenberg’s YouTube channel. More details about each programme will be shared ahead of each one being released.
