By creating a social media video series called the Road to Race.
The idea is to create a series of videos that are seeded on social media, as teasers, to give a little bit of background to the soon-to-be-fans of this new and exciting brand of electric vehicle technology, Faraday Future. The content is uploaded on a daily basis, in the week before the live car unveiling event in Hong Kong and just before their first race in Formula E. The teasers told the story of the brand and their vision and gave some insight into what to expect from them in Formula E and on the road in the future.
The main event of the launch was the car unveiling. Faraday Future insisted on being unconventional, so we approached the video in a different way and subtly conveyed their transformation story; from black to white (car design), from dark to light (teaser to reveal), from road to race (regular guy to racing driver).
Project facts: Over 40 people were involved to make this happen (film crew, creatives, account managers, animators, translators etc) 13 different videos created, a total of 46 video files sent (english and chinese subtitles and different length cutdowns), we shot for 6 days, edited for 3 weeks, interviewed 10+ people, created 16 GIFS and 16 social media posts