Formula E today unveils a powerful new campaign, ‘No Turning Back’, capturing the drama and intense sporting rivalries of drivers and teams as Season 8 of the ABB FIA Formula E World Championship begins this week.
‘No Turning Back’ is a season-long campaign, setting the tone for the all-electric Championship’s journey into a new era ahead of the Season 9 debut of the Gen3, Formula E’s fastest, lightest, most powerful and efficient racing car ever.
The high-energy film produced by London-based creative studio, Uncommon, shows the world that the competition between drivers to win the ABB FIA Formula E World Championship is part of a bigger, relentless race to fight climate change through the adoption of electric mobility solutions. ‘No Turning Back’ builds on the ‘Change. Accelerated.’ positioning Formula E launched with Uncommon last year which encapsulates Formula E’s vision to accelerate sustainable human progress through the power of electric racing.
As the pinnacle of electric motorsport, the unpredictable, highly-competitive, dramatic city centre racing of the ABB FIA Formula E World Championship is underpinned by equally powerful reason.
Recognising the impact of sport as a force for good, Formula E was founded to counteract climate change by accelerating the adoption of electric vehicles, a mission which has since evolved to an all-encompassing race for better futures, aligned with the FIA’s commitments.
Formula E will deliver that message globally in Season 8 with the biggest race calendar yet featuring 16 races in iconic city centres around the world including Mexico City, Berlin, Rome, New York, London, Monaco and for the first time ever, Jakarta, Vancouver and Seoul. The season begins with an E-Prix double-header in Diriyah, Saudi Arabia, on 28 and 29 January.
‘No Turning Back’ reflects the spirit of commitment to sporting competition and to the mission of a better future in an epic three-minute film which brings scale and drama to the race itself - leaning into the excitement of the sport through the drivers’ ‘by any means necessary’ mentality. ‘No Turning Back’ is an intense, powerful and unapologetic view on the sport - bringing the adrenaline and proposition of the races to the forefront - showing how it was designed to race not only on the track but through iconic global cities.
The film was directed by Sam Walker through Pulse Films, pulling off the ambitious production in four days. Each cinematic scene posed its own challenges with rearing horses, tracking vehicles, stunts, fight scenes, choreographing large numbers of extras, and huge scale art direction.
The racing scenes were created using cutting-edge ‘Unreal’ CGI program - a technology used across the best video games. The exact details of the track and cars were meticulously recreated using precise reference from real Formula E races. A large portion of the track, finish line and crash site, complete with full-size crashed car, were then created in real life on location to match the race footage. The film is also set to a specially created driving drum and bass score.
Henry Chilcott, Chief Marketing Officer, Formula E, said: “Building on last year's Change.Accelerated. campaign and Formula E’s positive vision for the future, this year's campaign pulls focus on our racing. In essence it's a film rooted in the racer mentality – that no matter the odds, you find a way to compete and you never give up. Set against the backdrop of a dramatic and surprising race through iconic global city centres, the film launches our narrative for Season 8 - No Turning Back - and underlines Formula E’s unshakable conviction in its power to accelerate electrification and redefine the future of motorsport for fans around the world.”
James Drummond, Managing Partner, Uncommon, said: “Formula E embody the future in everything they touch and do. It’s what they represent and where they are destined which gets us excited, as we highlight in our latest campaign. This environmentally charged film shines a light not only on the grit and determination of the exceptional drivers but also on the unpredictability of the races themselves and the important climate issues we can’t turn back from either.”
Published On 24th January 2022
3 min read