Formula E (FE) worked with agency and production company La Familia London to promote the 2023 CORE Diriyah E-Prix which positioned Saudi Arabia and the racing series as accelerators of change by connecting Diriyah’s cultural heritage with a tech-leading vision of the future – embodied by the new Gen 3 car.
Helmed by Directors Santi&Pablo, the film for the global electric racing championship celebrates a new generation of FE fans in Saudi Arabia and positions them as young, progressive and hungry for the future of sport.
The Gen 3 race car and the country of Saudi share the stage in a high energy video which dropped online on race day (27 February).
With the Gen 3 car only arriving on Saudi soil ahead of the E-Prix on the 23 February, the film was shot, edited and graded in fewer than four days.
“The challenge was to take our rich history of working in the lifestyle sector and apply that same formula and signature style to the world of motorsport,” said La Familia London Creative Director Calum Torbett. What made it work was Formula E’s desire to shift and disrupt the norms within its industry and give us the freedom to try new things that bridge the gap between motorsport and youth culture.”
“An ambitious creative and a tight timeframe made this project a beautiful challenge,” added Directors Santi&Pablo. “But with a lot of pre-production and planning with the different heads of department, we managed to see and solve many potential issues beforehand and deliver our film the day before the race.”
Comment
After the opening race of the FE 2023 World Championship in Mexico, the Diriyah E-Prix on 27 and 28 February formed the second and third races of a new season which has launched with a burst of #ChangeAccelerated marketing running through January and February and promoting the 2023 series, the new Gen 3 car, drivers and teams, as well as an audio landscape, introductory titles and specific race promos.
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