James Doherty
Creative | Director | Writer
For the start of the new F1 season, NOW wanted to go big. The challenge was getting fans excited while highlighting what makes NOW a ‘stand-out’ streaming service. Which is how we arrived at our campaign line : Now, Your Shortcut to F1. With no contracts and a rapid sign-up process, there’s no faster way to get to a race.
The visuals for this campaign did a great job in catching the eye. The aim was to strike a balance between futuristic and retro, while also focusing on the real stars of the show : the cars.
The tone and style was extended into all the other deliverables with great effect. We then ramped up the attribution, using a recognisable voice with F1 fans in Natalie Pinkham.
We then tailored some of the out-of-home posters, using ‘Automatic Number Plate Recognition’ technology (see below) to target stationary drivers at traffic lights.
Credits
Creative Lead | James Doherty Creative | Toby Wright Copywriter | Anton Ezer Design Lead | Andrew Hudson Courtney Brooks | Designer Producer | Rupert Savage Account Manager | Mathilde Pors Assistant Producer | Sam Turnell Sound Design | James Taylor | Bubble TV Voice-Over | Natalie Pinkham