Brief: Create a digital & social media campaign for the new car livery design and the story of Faraday Future in Formula E. The content should be a premium, future forward, disruptive and unconventional.
Idea: THE ROAD TO RACE
It’s Faraday Future’s story, from road car technology to race car technology. A narrative was created which viewers can follow, through bite-sized social content in the form of videos, beautiful imagery and sophisticated GIFs. The content was planned to be uploaded on a daily basis, in the week before the live car unveil event and the first race of Formula E Season 3, to build momentum for their debut in Formula E.
1 Teaser Videos: Through a series of 30-second videos, key members of the team spoke a little about what Faraday Future is and what their plans are, each video targeting different audiences (techies, motorheads, Formula E fans) with a few key brand topics. The topics covered were:
2 Car Livery Reveal Story: The traditional car livery reveal videos are often shot in the same bold, loud, engine roaring, sexy style that lacks a creative narrative. Faraday Future insisted on being different, 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 man to racing driver).
3 Pioneering Social Content: A mixture of GIFs (some cinemagraphs) and still image posts for each video was created. Vertical and horizontal sizes were created for desktop and mobile view to be uploaded on different social channels. Vertical images/GIFs is relatively new trend, derived from new social video platforms like Snapchat, that brands are yet to make use of on Facebook and Instagram (October 2016). The opportunity with vertical sizes is that while scrolling on mobile feed, vertical images naturally take up your whole screen as you scroll over them which creates a subtle yet disruptive way to grab the viewers attention.
4 Strategic Media-driven Content : Apart from the variety of stills and GIFs for social content, there were different length cut downs of each video, in 15″ and 30″ seconds, variations so that the media team could seed more content and gauge the viewer engagement on different versions.
Statistics: Over 40 people were involved to make this happen (film crew, creatives, account managers, copywriters, 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
Branding, Digital Campaigns, Highlights, Social Content