After a 20-year absence from the sport, Ford wanted to create a film to accompany the announcement of their return to Formula 1 with Oracle Red Bull Racing in 2026. However, the announcement came at a difficult time for the company, amidst significant lay-offs and pivotal business evolution. Ford wanted to emotionalise their return to the track by creating a connection to their history and legacy as racers, whilst remaining firmly future-focused. The announcement came at a time in which the whole business is pivoting to electrification and technology. The return to a sport that represents the pinnacle of engineering innovation, in the year Formula 1 engines would become hybrid, signifies Ford’s unwavering intent to become leaders in the electrification space. Our task was to create a film that made employees proud to work for Ford, whilst exciting and motivating their fanbase around the return to Formula 1.

This film tracks the journey of a young girl with a passion for computers and technology as she becomes a prominent formula 1 Software Engineer in the future Red Bull Ford Racing team. We meet her at the racetrack where her father is an engineer and see that she has the racing bug too. When her parents give her a laptop for her birthday, she explores her passion for racing by using it to program primitive robots and log data from a televised race. However, when tragedy strikes and she appears to get news of her father’s passing, she finds a new motivation to continue his legacy and works harder than ever, growing up and becoming a Software Engineer at the most exciting Formula 1 team in the sport. Before a big race, she sees a vision of her father watching from the gallery, smiling down on her success.

Whilst success around an announcement film is difficult to measure, the impact and shift in brand perception of the YouTube audience – a notoriously difficult community to impress – spoke volumes. Increased brand affinity and emotional connection between audience and intended brand mission proves that the film achieved exactly what Ford intended:

“This is one of the most beautiful and moving videos I've seen about racing. Congratulations and good return to the pinnacle of motorsport! Bring it on!” – Felipe Lobo

“As a native Detroiter, this announcement was stunningly poignant. Proud and excited to see Ford back in the mix in F1.” – Greg Heist

“Literally goosebumps welcome back kings we missed you” – Envy

“This is such a great video. It is just much more than a comeback the story, sound everything was perfect. I hope their return is as awesome as the video.” – kashif30189

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