PLBR asked us to create a multi-channel campaign to showcase an effective worming strategy that controls against parasites and maintains the performance and milk production of dairy cows. We created both print and digital executions for the campaign in one process. The production combined CGI for the pit lanes and garages, and a photoshoot for the cow and crew.

First, we researched Formula1 pit stops and modern dairy farming techniques. This helped us to draw inspiration for how we could connect the two themes by aligning the actions of the pit crew and the equipment being used. Story details were explored as quick sketches to see how they would fit within the overall composition, then developed as a fully illustrated concept art. 

It was important to convey the humor of the moment, contrasting the dynamic poses and energy of the pit crew with a more comical spin on some of the actions and props being used. From the pit crew member strategically poised with his poop bucket, to the tractor tires in the distance and the subtle details of hoof tracks leaving the pit lane, the comic elements were key to a successful campaign execution.

This production combined CGI for the pit lanes and garages, and a photoshoot for the cow and crew. Our team collaborated with animal welfare and veterinary professionals for the animal casting to ensure our winning Holstein Friesian was in pole position on the day.

First, we researched Formula1 pit stops and modern dairy farming techniques. This helped us to draw inspiration for how we could connect the two themes by aligning the actions of the pit crew and the equipment being used. Story details were explored as quick sketches to see how they would fit within the overall composition, then developed as a fully illustrated concept art.

It was important to convey the humor of the moment, contrasting the dynamic poses and energy of the pit crew with a more comical spin on some of the actions and props being used. From the pit crew member strategically poised with his poop bucket, to the tractor tires in the distance and the subtle details of hoof tracks leaving the pit lane, the comic elements were key to a successful campaign execution.

This production combined CGI for the pit lanes and garages, and a photoshoot for the cow and crew. Our team collaborated with animal welfare and veterinary professionals for the animal casting to ensure our winning Holstein Friesian was in pole position on the day. All the different elements were then composited into our winning formula. The branding was added to the racesuits, along with heat haze, straw and atmospherics before applying the final colour grade and styling.