Ford is again on the F1 grid for the primary time in over 20 years, by means of a partnership with Oracle Crimson Bull Racing, and it’s marking the return with a marketing campaign constructed for the streaming period.
The automaker and Wieden+Kennedy NY have launched “Each Floor Is Our Proving Floor,” a “micro-docuseries” that can air on Apple TV, the place Ford is the official sponsor of F1’s qualifying and observe rounds. The sequence is designed to achieve the following technology of followers by means of Apple’s sequential viewing capabilities, slightly than commonplace advert spots, and can run throughout all three days of the Australian Grand Prix.
The movies skip the superstar drivers and go behind the scenes, starring actual Ford Racing engineers like Christian Hertrich (F1 Powertrain) and Brian Novak (Off-Highway). The broader staff contains Kristen Goslawski, Anna Fortelk, Nicole McFaul, Jatim Goyal, Neil MacFarland, and Kevin Bologna, who work throughout Baja, Dakar, and F1 to translate high-voltage and software program improvements straight into shopper automobiles, notably the F-150 Raptor and Bronco Raptor.
“Each Floor Is Our Proving Floor” is the following chapter of Ford’s international model platform, “Prepared Set Ford,” however is “a chance to indicate how Ford owns the extremes,” stated Matt Mulvey, government inventive director at W+Ok NY.
“From returning to Components 1 to dominating off-road motorsports, the story is not only concerning the races. It’s concerning the engineers and groups who use the world’s hardest proving grounds to construct higher automobiles,” he continued.
“Proving Floor,” which launched March 5, is directed by Rupert Sanders (Snow White and the Huntsman) with cinematography by Roman Vas’yanov (Fury). Fairly than chasing the high-octane blur of typical racing footage, the movie slows the game all the way down to seize the deliberate choreography of engineers and drivers preventing for fractions of a second.
“The Off-Highway to Greatness,” dropping March 19 throughout the first spherical of March Insanity, takes a harder-edged method. Directed by Sam Pilling, the movie mirrors the brutal bodily depth of off-road racing, specializing in the toll that terrain takes on each machine and driver.
Two 15-second shorts, directed by duo Behemoth (W+Ok NY creatives Zak DeLange and Andrew Congleton), spherical out the sequence with a take a look at race-day prep.
