“Playtime is over. Time for the real thing.” That’s the message by Iris for Formula E, which happens on Sunday March 10 in Hong Kong.
The message is intriguing and emotive. The delivery of that message is the magic. Kudos to director, Rich Lee and production company, Kode. The 90 second spot is a high-powered race through city streets by tiny racing cars. The film, Street Level, swaps between first and third person perspectives to intensify the emotional drama of the race for the viewer. For ordinary viewers, the film is thrilling. For racing car fans, it must be a massively compelling high.
To create the film, Iris manufactured replicas of the GEN2 car, using CAD data and creating miniature dollies and rigs, to capture the cars racing through real city streets.
The campaign has gone out globally across social media platforms (Facebook, Instagram, YouTube) as well as Formula E broadcast partners as part of the race build up.
Creative Agency: Iris
Executive Creative Director: Grant Hunter
Creative Director: Ross Taylor
Group Planning Director: Rich Edwards
Business Director: Matt Gully
Agency Producer: Adam Walker
Production Company: Kode
Director: Rich Lee
Nathan Perry-Greene: Editor
Drive Studios: Post Production
Drive Studios: Audio post production & music supervision