Project name: Human and Machine
Client: Mercedes-AMG Petronas Formula 1 Team/Petronas
The three-part series Human and Machine explores the similarities and relationship between car and driver within Formula 1, and how the two must come together to succeed as a team.
Created for the Mercedes-AMG Petronas Formula 1 Team to target its fanbase and curious viewers, the series uses kinetic editing, and a picture-in-picture approach with an ever-changing monotone and colour palette.
Disruptive motion graphics and a series of abstract cutaways of cars and renowned racing drivers, including Lewis Hamilton, highlight both the driver and the car having a heart and blood and working in tandem for the best results.
The series garnered more than six million YouTube views on the Petronas channel, with 1.4 million views on its first episode in a week.
Crunch Communications was also involved in the production of the short.
"Very clever execution, brilliant footage and editing."
Highly commended: DRPG
Project name: The Boxer
DRPG’s short The Boxer follows one boxer’s journey on his quest for gold at the 2022 Birmingham Commonwealth Games.
The local athlete, Delicious Orie, is filmed conducting his rigorous training regime, reflecting the brand’s message of "owning the moment" and how success comes through putting the work in.
The film was produced to promote the brand’s official partnership with the Commonwealth Games, and its sponsorship of the local athlete.