Formula E is celebrating its vision to accelerate sustainable human progress through the power of electric racing with new brand positioning.
The spot was inspired by the fact Formula E championship races take place on the streets of cities around the world. The film, which was shot in Mexico, is narrated by a recording of the late science fiction writer and futurist Sir Arthur C Clarke, author of 2001: A Space Odyssey. Clarke's speech on visualizing the future was captured by the BBC at the New York World's Fair in 1964. The closing statement being: "The only thing we can be sure of about the future is that it will be absolutely fantastic."
The work, directed by Marcus Söderlund through production company Academy, is captured from the perspective of a Formula E car looking at spectators lining city-centre streets. Unnerving track Singularity by English electronic musician and producer Jon Hopkins was used to complement the "sound of the future".
The film will run across TV, digital, social and broadcast channels in the UK, Germany, US and other global markets and continue to air throughout the remainder of Season 7. The campaign will also partner with influencers including Bimini Bon Boulash from Drag Race UK, sports and entertainment presenter Josh Denzel and YouTuber Joe Weller.