Ahead of the 2023 Formula One (F1) season, McLaren Racing and sponsor Google joined forces to create a multi-episode content series called ‘Searching For…’ which focused on the themes of innovation and technology and promoting Google platforms – particularly Google Chrome and Android.
The three-spot series of short films, which features both team drivers Lando Norris and Oscar Piastri, offered fans an inside look at the McLaren F1 team preparing for the 2023 season and showcased how Google products and services are an integral part of the design, development and racing experience.
Created with WING Productions, the series kicked off with ‘Searching for… Lando Norris Track Day’ on 18 January which saw the driver rediscover his karting roots with the team, followed by ‘Searching for… 24 Hours Inside an F1 Team’ on 31 January and then finally ‘Searching for… Zak’s Special Guests’ on 10 February.
The spots also sought to drive viewers to watch the McLaren Team Launch exclusively on YouTube on 13 February and join the McLaren Plus fan engagement programme which brings McLaren fans closer to the team.
The films, which also mark McLaren’s 60th anniversary, were directed by Jacques Salmon, George Miller and Damien Reeves through WING Productions.
The campaign was created with a team at McLaren Racing which included Content Production Manager Lucie Chilton, Global Partnership Manager Elizabeth Humber, Tech Partnerships Executive Ameerah Qureshi, Fan Engagement Director Philip Mitchelson and Head Of Tech Partnerships James Bunbury.
It was created by WING Productions where the group working on the project was led by
Creative Director Will Ingham, Directors Jacques Salmon and George Miller, Senior Producer Owen Cox, Producer Jake Kelsall, Production Assistant Luke Murphy, 1st AD Lucas Harding, DOP Colin Thompson, Camera Operators Edward Hiscox, Alex Lobsang and Ben Bishop, 1st AC Callum Tunmore, 2nd AC Stuart Went, Focus Puller Mike Simpson, Camera Assistant Dan Tuerner, Sound Techs Andrei Leskovski and Jimmy Cocksedge, Gaffer Ali Gadalla. The minicam and drone work was run through Extreme Facilities with Andrew Schaale, Toby Winterton, Tom Wadsworth and Josh Edkins, with Production Assistant Luke Murphy, Runner Reese Dhana, Editor Jan Kerridge, Hair & Make-Up Artist Nicole Fairfield and Editor Jan Kerridge.
Comment
Google’s activation linked with the racing team’s #ForeverForward platform which in February included a new season ‘Chapter 60’ anniversary film followed by its multi-faceted MCL60 car reveal campaign
It was back in March 2022 that McLaren Racing announced its multi-year partnership with Google as an Official Partner of the McLaren Formula 1 Team and of the McLaren MX Extreme E Team.
When the deal was signed, it was stated that ‘the partnership aimed to bring the best of Google products to McLaren to provide a more seamless technology experience across devices’. The tie-up saw McLaren use 5G-enabled Android devices and Chrome browsers across its operations: including during practice sessions, qualifying and races – to support the drivers and team with the primary goal of improving on-track performance.
The rights package included Android and Chrome branding on the engine cover and the wheel covers of the MCL36 Formula 1 race cars, as well as on the helmets and race suits of McLaren Formula 1 drivers. Plus Google branding is visible on the Number 58 McLaren MX Extreme E race car and on the race suits of McLaren MX Extreme E drivers Emma Gilmour and Tanner Foust from the 2022 Island X Prix.
“We are absolutely delighted and proud to welcome Google to the McLaren Racing family. Google is a global leader in technology and has been a ground-breaking innovator in connecting people around the world,” said McLaren Racing CEO Zak Brown at the time the deal was announced. “By integrating platforms like Android and Chrome across our operations, our team will be better supported to focus on driving performance. We’re looking forward to an exciting partnership that spans across Formula 1 and Extreme E.”
At the partnership official unveiling, Google Marketing VP Nicholas Drake added: “McLaren Racing represents the very best of what’s possible on a racetrack across performance, inclusion and sustainability, and those are values we share at Google. We’re bringing more innovation to platforms, like Android and Chrome, and seamlessly connecting them to other Google services to optimize McLaren’s race day performance.”
Leave a comment
You must be logged in to post a comment.