Premised by a classic miscommunication between Team Lead, Christian Horner, and F1 driver, Checo Perez that sets off on an exhilarating high-speed journey from New York to Miami for the Formula 1 race. The adventure starts in iconic NYC locations with a pit-stop on 5th Avenue, a helicopter chase in the Financial District, and a speed run on Manhattan Bridge. Perez then traverses the Florida Everglades, barefoot skiing and dodging local wildlife, before completing a lap at the Hard Rock Stadium circuit construction site—home to the Miami Grand Prix.

The central concept merges the American tradition of road trips with the novelty of traversing it in a Formula 1 car. Featuring superstar drivers as relatable characters, the film follows their journey through iconic New York City locales, culminating in Miami for the first lap on the new Miami GP circuit. The narrative embraces hiccups along the way, incorporating relatable, absurd humor to make the high-performance world of Formula 1 more accessible without compromising its core values of unrivaled performance. Everything from barefoot skiing, a face-off with an alligator who won’t move out of the road, a mis-direction by a team boss to his driver and having to stop for a pit-stop on 5th avenue aim to bring charm to an otherwise performance driven world.

In 2020, the average U.S. viewership of Formula 1 races was about 547,000 per race, significantly lower than the global average of 87.4 million. This film aims to raise awareness and make the sport more accessible to a U.S. audience through engaging content. The strategy combines scenes and narratives that appeal to both core Formula 1 fans and the mainstream US sports audience. By shaping our creative choices around endemic online trends and conversations, the film integrates key story points that encourage social sharing and excitement. This approach propels the film into the mainstream, fostering a fresh connection between Formula 1 and a wider American audience, while celebrating the sport's unique appeal.

Formula 1 cars, the pinnacle of automotive performance, pose immense challenges. Red Bull Media House undertook an ambitious project: an ultimate road trip film from New York City to Miami, capturing an F1 driver's perspective to promote the inaugural Miami GP race.

Transcending live broadcast limitations, the film authentically showcased these high-performance vehicles in iconic locations without VFX or camera tricks. To capture high-stakes action, the team employed automotive cinematography experts and the cutting-edge Raptor camera system, co-developed by Red Bull and RED camera, for stunning visuals.

Onboard cameras, modified for extreme conditions, and visor cams offered an unparalleled driver's seat view. Racing drones, specially adapted to reach speeds over 100 mph, carried cinema cameras and lenses for a cohesive visual language.

These innovative techniques showcased the excitement of Formula 1 and Red Bull Racing for mainstream audiences, offering an unprecedented taste of the race.

The film triumphed with the core endemic enthusiasts, and ultimately transcended the sport by driving shares and viral discovery to mainstream audiences. Amassing 4.1M YouTube views, it achieved the highest engagement (comments and likes) in the history of the channel. Comments highlighting easter eggs and subtle placements generated meme content within the core community on Reddit, reinforcing an authentic brand perception. The film’s release date preceded the inaugural Miami GP race by two weeks, and the content forged a strong connection with the audience, enhancing the overall impact of the race.