On Wednesday night, March 20, Boomtown Productions received a brief to shoot a promo for a press event for Abu Dhabi National Oil Office (ADNOC) as official partner of the Etihad Airways Abu Dhabi Grand Prix. Director, Rory McLoughlin shot on Thursday evening and Friday night until 7am. The 90-second film was delivered on Sunday night for Monday’s morning’s press event.
It received a standing ovation.
“What a turnaround, what a team. What an awesome project to be a part of,” McLoughlin commented.
“I set out to create a fast paced, high intensity and moody film, reminiscent of the Penzoil Joy Ride films to really feel the raw power of race cars on a track,” he explained.
“Quick cuts matched with crunchy sound design lifted the energy of the film while using the shaker on the flight head added to the sense of speed. The opening needed to feel calm and smooth, in contrast to the chair gripping racing later. We used dry ice on the floor of the garage to give the hero ADNOC branded race car a mythical feeling, adding to its sense of importance.”
The two drivers are revealed at the end of the film to be Ahmed Al Kaabi, director of strategic alliances, Abu Dhabi Motorsports Alliances and Omar Suwaina Al Suawaidi, director executive office, Abu Dhabi National Oil Office, two VIPs with a strong sentimental connection to the film’s audience.
“The film’s opening title, It’s time, alludes to the idea that it’s time for ADNOC take on the role of official partner for the Abu Dhabi F1 Grand Prix, so the race symbolises the chasing between the two entities for this partnership over the last decade of F1 at the Yas Marina Circuit,” McLoughlin added.
Production House: Boomtown Productions
Director: Rory McLoughlin
DOP: Volodymyr Usyk
Executive Producer: Shane Martin
Producer: Rob Neuhold
Production Manager: Chris Buscheck
Assistant Director: George Trumler
Sound: Simon Charles
Gear House: Gamma Engineering
Gaffer: John Bero
Focus Puller: Roger Schram
Key Grip: Dragan Stefa
Editor: Neda Zag @ Cold Cuts
Sound Design: Brian Mullany
Colour: Iulian Papghiuc @ Miles Studios
Agency: All About Brands
Agency Director & Chairman: Mark Rollinson
Branding Vice President: Alex Brown
Branding Director: Omar Zaafrani
Sponsorship Manager, Yas Marina Circuit: Steven Hall
Event Manager,Yas Marina Circuit: Sarah Collis