Sky Creative Agency (SCA), Sky’s in-house advertising and creative agency and the largest in-house agency in the UK, has delivered Sky Sports a thrilling campaign to launch the 2020 Formula 1 season. The campaign, which covers TV, radio, print, social and digital channels encapsulates the high-octane action of Formula 1 and aims to remind viewers that the only way to enjoy the unparalleled experience of watching Formula 1, it has to be live. The 2020 Formula 1 season kicks off in Melbourne this month and all the races will be live on Sky Sports F1. The final, pro res version of the 60” TV ad can be downloaded here.

Written and directed by SCA creatives Will McMullan and Nick Esdaile, the ad was shot across GP races in Sao Paulo, Austin Texas and Abu Dhabi to create a unique, authentic view into the fanfare and scale of a Grand Prix, before launching into the crescendo of the commercial which sees two F1 stars, Leclerc and Hamilton, going head to head for first place as they go into the final corner. A studio shoot in London made sure the camera got closer to the drivers than ever seen before in an F1 commercial and this, combined with the visceral VFX work from The Mill, made sure the ad finished with an epic finale.

Robin Garton, Sky Creative Agency’s executive creative director, advertising commented; “If you love F1, you’ll love this ad. The start of a new season is a moment of excitement and anticipation and the team did an incredible job of combining live action and post to bring fans that feeling in spades.”

Simon Buglione, managing director, brand and creative for Sky added; “Sky Creative Agency is now responsible for all of Sky’s advertising output and it’s work like this that really highlights why that’s the case.”