SECTOR
SPORTS
YEAR
2021
It's only live once
challenge.
Formula 1 is a sport defined by split seconds. One mistake, one move, one moment, gone forever.
We repositioned F1 as essential live viewing at a time when highlight culture was overtaking appointment viewing.
Originally planned as a live-action shoot at iconic racetracks, production was halted by the pandemic.
The creative and production teams needed to pivot quickly while keeping the energy and realism of the sport intact.
Key challenges:
Re-creating Formula 1’s authenticity without any physical filming.
Maintaining the live-moment intensity through a fully digital approach.
Translating the campaign message across very different platforms — from broadcast TV to gaming environments like Twitch without losing consistency or emotional impact
The Idea
Impact the Locals brought statues, landmarks and local icons to life, from Greyfriars Bobby in Edinburgh to the Concrete Cows in Milton Keynes and the Leeds owl, each responding in awe as Sky’s fastest speeds landed in town.
The result was a creative system that featured locally researched icons, city-specific copy, cinematic photographic craft and a scalable campaign architecture built to roll out across multiple markets
The Craft
The regional executions were produced through a blend of on-location photography, CG, AI-assisted expression work and atmospheric simulation.
Results
