Around the World in 24 Races

For the first time ever, Formula 1 is hosting 24 Grand-Prix! Sky Sport wanted to plaster the spectacle all over the country and worked with Taylor James in created 3 striking campaigns which would be repurposed into splash screens, banners, social media content and billboards. To capture the excitement and show the variety in the countries Formula 1 would be visiting we had to show the cars driving through 2 different environments; The scorching deserts of Bahrain and the vibrant streets of Miami.

Collaborating with the Sky Sport team we worked up a formation for the cars that sat within safe frames for all the content to be made. This served as the template in order for us to build the environments around. Once the layouts were locked, we pulled our own references for the locations as well as taking guidance from the client's moodboards and go to work. We built out the expansive locations using Unreal so that we could capture authentic lighting and reflections on the car. Our retouch team helped exaggerate and blend all of these effects adding realism and also making sure the deliverables were safe for digital and print use. We wanted to convey the sense of speed and also make you feel like you were there, and Formula 1 was coming to you! Given that there are 24 races around the world, the likelihood is that it is coming to you!

The artwork was then launched a before the season starts to help drum up excitement. With billboards displaying the artwork up and down the country, the team can be very proud of this project.