Formula E.
A broadcast commercial for Formula E, the FIA World Championship for electric single-seater racing. The brief was thirty seconds. The job was making the weight of a world championship feel real in the time it takes to blink.
Client
Formula E
Director
Michael Uys
Year
2024
Services
Direction · Production · Post
The fastest-growing motorsport on the planet.
Formula E is the FIA's all-electric single-seater World Championship, racing at street level through the centers of cities like New York, Paris, Hong Kong, and Rome. It isn't just a racing series; it's an argument that the future of performance doesn't have to sacrifice spectacle. They came to us to make that argument feel visceral.
Make electric feel dangerous.
The built-in perception problem with electric racing: it sounds quieter and therefore feels slower. The brief was thirty seconds of broadcast time to close that gap, to make an audience feel the g-force, the precision, the controlled violence of racing an open-wheel car through city streets, without the engine roar everyone associates with speed.
Cut to the sensation, not the spectacle.
Rather than cutting wide for scale, we went tight, tire contact patches, steering wheel corrections, a driver's eyes in the mirror. The edit was built to put the viewer inside the cockpit, not watching from the grandstand. Speed reads in the details.
High-speed and cinematic cameras combined, capturing the mechanical detail of the cars alongside the chaos of race-day atmosphere at the circuit.
Thirty-second cut engineered for broadcast pacing, every frame had to pull weight. No filler, no safety shots.
Sound design built around the actual acoustic signature of Formula E cars, high-frequency whine, tire squeal, the crack of the barrier crowds, to reframe what electric speed sounds like.
Broadcast. Distributed. Remembered.
The spot ran as part of Formula E's championship broadcast and promotional campaign. Distribution spanned broadcast, digital, and owned channels across multiple markets.
- 01 Broadcast as part of the Formula E FIA World Championship campaign.
- 02 OUTCOME-TODO: broadcast markets, networks, or reach figures to add here.
- 03 OUTCOME-TODO: digital view count or campaign performance metrics.
Enthusiast Report
Motion · Title Design · 2024