brief
To launch a new generation of Formula One.
Heading full throttle into the 2018 Formula One season Liberty Media wanted to announce their takeover in style with a new branding strategy and logo. We brought the bold new logo to life in a 100 mile an hour film, illustrating the battle between the old and new logos on track.
Making
A battle between the old and new, completely in camera.
Our in-camera approach was to project the new logo from a race car and film it like headlights in the dark, which was used as a visual metaphor for looking to the future, while Silverstone GP provided the canvas to the action.
As a lifelong Formula One fan I wanted this promo to be about the racing and what better way to show the transition from one brand to the other than battling out on the track.
Director
result
Watched by over 100 million people worldwide.
The short spot was aired during the Abu Dhabi season finale grand prix just after the trophy celebrations. A digital take-over of all official channels ensured everyone watching this climactic moment to the season, got a hint of what was to come the following season, with the huge rebrand by Wieden & Kennedy.
Wanted to say a huge thank you for a crazy and fun few weeks. A huge amount of work and effort went into this one. And it looks fucking great.
Head of Production at Wieden + Kennedy
Credits
Client/Legal
Liberty Media©2017
