Leading up to the ninth season of Formula E, motorsport fans either didn’t know FE, or saw it as the ‘electric version of F1’.

Therefore, the comms objective was simple - create more awareness of Formula E in a way that creates distinction from its rivals.

The approach to visual effects was built in from word go on this project. It had to feel real.

And the only way we could achieve that was sticking to a set of self-imposed principles.

No shots were used that couldn’t have been done for real.

The car was raised 200ft and thrown around for real by bespoke rigs.

The shots of the car were filmed using real skydiver cams, helicopter long lenses, and onboard anamorphic lenses.

The sky was entirely mapped for real by a skydiver falling with a 360degree camera.

The car’s descent was then precisely modeled working in collaboration with the Formula E aerodynamic team.

At each point of the car’s descent we could exactly mirror the real light, sun direction and altitude.

The result is a film that many people still don’t know if it was real or not.

The most in-camera, not-in-camera, stunt ever created.

The post-campaign ad effectiveness research showed that we delivered distinction at scale:

- Ad awareness was twice as high in the UK compared to the year before.

- Almost half of motorsport fans said the film could only be for Formula E.

- 69% of respondents agreed that FE represents the future of motorsport.