FROM road to race

As creative lead on this project. I was tasked with creating a campaign for Faraday Future’s debut in Formula E with new racing team partner Dragon Racing, and tell their story, from road to race. This is what the finished pieces looked like from teaser content to the main unveiling video of the car livery.

director’s cut

The original storyboard showing two drivers coming together, representing the two brands (Faraday Future and Dragon Racing). We took some of the visual ideas into the new story of a driver, and car, going from road to race. See updated storyboard created with 3D imagery below:

5-part story

We wanted to create a 5-part teaser films that told the story of their journey to the debut race, from their technology, to the drivers and the future of the race, as well as the beautiful car livery.