IMG are the rights holders for the FIA World Rallycross series, and approached us to produce a series of 4 films based around Ford’s team involvement in the 2015 FIA World Rallycross (World RX) Championship. Each film would concentrate on a specific aspect of the sport and the content would be distributed across the Ford Performance social channels.
World RX is short, sharp motor racing on a circuit that is part tarmac and part gravel. This means that drivers need multiple skills and the cars have to be able to race on and off-road.
Our first job was to confirm which area of the sport each will would feature and because it is relatively new to a lot of the audience we wanted to concentrate on the basics. So our four subjects were, 1) The Drivers, 2) The Joker Lap, 3) The Skills and 4) The Car.
Social / Branded
Ford’s agency Mindshare wanted to use this content across Facebook, YouTube and Instagram channels in various global markets and we were restricted on using interview, voiceover or large amounts of text copy. For the creative, we put our emphasis on wanting to capture the action and pace of the sport with just visuals and audio, so we proposed each film would use asymmetric split-screens to show lots of things happening at once and create small text boxes for short bits of copy that related to the subject.
We had two races (France and Italy) to capture content for all four films, with two released after France and two released after Italy. We storyboarded all four films based on the elements we wanted to capture for each subject, building in contingency in the event of poor weather and/ or a poor race result.
We have a heritage in filming cars, so it was easy to get the right team in place led by Leigh Brooks, with Richard Lynch, Iain May and Chris Dunford on cameras. Footage from each race was cut into two films within a week, and sent to the client for feedback and any amends.
The edits were front-loaded with action shots to hook the audience in, especially important for Facebook as video is served with muted audio on the timeline. Each film was delivered with subtitle files for local markets to translate for individual Ford Performance YouTube channels and cut down versions were produced for Instagram.
Feedback was very positive with the films’s reach outperforming predicted targets and becoming some of the most-watched content on Ford Performance social channels.
If you can master all these then the podium is yours