‘This 2023 launch of the Aston Martin Formula 1 car was held in the team’s new factory at Silverstone UK. Aston Martin is the first team in 20 years to build a specific F1 factory to develop their race cars. The launch gave invited guests and viewers at home, via Sky Sports and online live stream, a glimpse of the new facility and see the unveiling of the car.’
The background
Aston Martin’s new Formula 1 car, the AMR23, is the brand’s all-new 2023 F1 challenger. They wanted to reveal the sleek machine in a dramatic way, so we produced a live show with immersive sound, lighting, and visuals to tell the story of the new model.
The execution
The AMR23 launch streamed live on Sky Sports from the new Aston Martin F1 Team factory. Our team created audio, visual, motion graphics, and staging for the event, challenging ourselves to take last year’s AMR22 launch to the next level.
Powerful lighting elevated the experience from a launch event to an art installation. Show-stopping visuals took the audience’s breath away—and included the names of every Aston Martin Aramco Cognizant F1 Team member to recognize their hard work. To make the audio extra impactful, we created immersive sound design and custom soundscapes using the recorded voices of real Aston Martin F1 Team staff.
Much like the Aston Martin Aramco Cognizant F1 Team, every team member who worked on this project is a master at their particular craft, and that attention to detail from all departments is evident in the final product.
The results
The AMR23 Launch was an intimate event on an epic scale. The livestream launch event has been viewed over 1m times on YouTube and made a huge splash on social media. This detail-oriented event was the perfect way for Aston Martin to celebrate 110 years of creativity.
‘It was great to have been invited back for a second year running. The new factory is obviously designed for car production and not for live shows so it did present quite a few challenges. However, the space ultimately led to a more intimate show compared to the previous year and for the audience present it was a very special experience.’
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Release Date
2023-03-07
