SECTOR
SPORTS
YEAR
2021
ROLE
CREATIVE DIRECTOR
THE BRIEF
challenge.
Formula 1 is a sport defined by split seconds. One move, one moment, gone forever. The brief was to reposition Sky Sports F1 as essential live viewing at a time when highlight culture was overtaking appointment TV. Production was halted by the pandemic, which meant rebuilding the entire campaign without setting foot on a racetrack.
THE IDEA
the idea.
We repositioned F1 as a cultural moment you couldn’t afford to miss, not a Sunday afternoon habit. It’s Only Live Once made the case for live sport in a world that had trained itself to watch later. Integrated creative across film, TV and social.
KEY VISUALS
OUT OF HOME
PRESS
SOCIAL
YOUTUBE AD
JENSON BUTTON: LIVE MOMENTS
To bring the live moment philosophy to life, we partnered with Jenson Button to capture what makes F1 unmissable, in his own words.
THE IMPACT
The film achieved a cinematic realism that matched what could have been shot on track. The stripped-down composition and visual pacing delivered the blink-and-you’ll-miss-it intensity that defines live sport. Record season engagement. Sky Sports and F1 repositioned as the home of live moments.
No.1Highest-rated F1 season on Sky Sports | 1.8MAverage live race viewers | RecordSeason engagement to that point |
