CREATING LOVED BRANDS
We wanted to create a new brand which could out manoeuvre it’s previous on air years. It would need to invigorate, inject new zeal but also be instantly recognisable. The brand is a fusion of all that embodies F1 and so all throughout the branding the teams and the cars appear to fuse and defuse with one another. Right from the brooding intro to the explosive grit and tussle of the race. Gabriel Edwards combined specially shot redcam footage with original CGI created in Maya extensively pre-visualising the animation and employing filmic constraints to evolve a credible race sequence.