Formula E New Season ‘No Turning Back’ Captures Drama & Excitement To Build Hype For Season 8

The ABB FIA Formula E World Championship launched an integrated ‘No Turning Back’ campaign spanning TV, cinema and digital and social to build excitement and hype ahead of the start of Season 8 through racing drama and the sporting rivalries between drivers and teams.

The campaign, created by Uncommon Creative Studio, initially rolled out in Germany, the UK and USA as well as other key global markets and will air throughout the 2022 season.

Carrying the series’ #ChangeAccelerated tagline and seeking to showcase the intensity and drama of the competition, the campaign was spearheaded by a hero spot called ‘Welcome to Formula E Season 8. No Turning Back’ which debuted on 24 January and which sought to drive viewers to find out more at www.fiaformulae.com/noturningback and watch Formula E racing online at http://www.FIAFormulaE.com/Watch.

The energetic, epic three-minute film showcases the fierce competition between drivers and drives home messaging about the race to fight climate change through the adoption of electric mobility solutions.

Set to a specially created driving Drum’n’Bass audio track, ‘No Turning Back’ also aims to reflect the spirit of commitment to sporting competition and to the mission of a better future.

The film was helmed by Director Sam Walker through Pulse Films and some of the racing scenes were created using the ‘Unreal’ CGI program – a technology commonly used in video games.

“Building on last year’s ChangeAccelerated campaign and Formula E’s positive vision for the future, this year’s campaign pulls focus on our racing. In essence it’s a film rooted in the racer mentality – that no matter the odds, you find a way to compete and you never give up,” commented Formula E Chief Marketing Officer Henry Chilcott. “Set against the backdrop of a dramatic and surprising race through iconic global city centres, the film launches our narrative for Season 8 – No Turning Back – and underlines Formula E’s unshakable conviction in its power to accelerate electrification and redefine the future of motorsport for fans around the world.”

Uncommon Managing Partner James Drummond added: “Formula E embody the future in everything they touch and do. It’s what they represent and where they are destined which gets us excited, as we highlight in our latest campaign. This environmentally charged film shines a light not only on the grit and determination of the exceptional drivers but also on the unpredictability of the races themselves and the important climate issues we can’t turn back from either.”

‘No Turning Back’ was created by Uncommon for Formula E Chief Marketing Officer Henry Chilcott, Marketing Director Alex Aidan and Senior Marketing Manager Catherine McCartan.
The production company was Pulse Films with Director Sam Walker, Editor Joe Guest (Final Cut), Producer David French, Executive Producer Lucy Kelly, Production Manager Kishan Patel, Editor Nikki Porter, DOP Stuart Bentley and Creative Consultant Alex Barber.

Post production was handled by Rascal Post with Grade/Colourist James Bamford, VFX Supervisors Andrew Wood and Russell Tickner, Lead 3D Russell Tickner, Lead 2D Andrew Wood, 2D Ben Stonehouse, Rich De Carteret, Paul Wilmot and James Corden, AFX Matt Osborne, Online Holly McLean and Rascal Executive Producer James Beck.

The ‘Fast Charged’ track was composed by Joel Hartman and Luis Almau and published by Soundtree Music Publishing Limited.
The media agency was MediaHub with Media Planners James Green and Edore Evuarherhe.

Comment

In the UK, Season 8 sees Channel 4 become the exclusive free-to-air home of Formula E with all 16 races airing live on Channel 4 and All4 or the Channel 4 Sport YouTube channel. More than any previous season. All4 will serve as the catch-up destination for all the action from the ABB FIA Formula E World Championship.