Formula one is one of the most popular sports in the world and Sky Sports F1 campaign is one the channel’s most important in the sporting calendar. This years slogan IT’S ONLY LIVE ONCE drove the creative of a solitary F1 car zipping past the camera at high speed. A locked-off side view of the track would capture the moment but because broadcast cameras usually track the cars a live action shoot on location at world famous race tracks was required. Unfortunately the pandemic made this impossible so a purely VFX route became imperative.
What we did
Sky Sports approached us to create campaign ident for day and night. Under the direction of Nick Esdaile we applied our skills in photo manipulation, animation and compositing to create realistic shots of world famous race tracks. Using a combination of camera mapping, parallax animation and VFX elements, the shots were carefully created to look and feel like a modern day broadcast camera footage. We then incorporated animated campaign text into the shot. Sky Sports liked the idents so much they commissioned us to make several more bespoke race idents which were used extensively across social media and On Air promotion.