This centerpiece campaign film opens on a white bird fluttering around a cage. We then cut abruptly to a Formula E motosport driver sitting and waiting patiently on a bench with focus and determination in his eyes. The driver moves with a cool conviction to the driver’s seat of his GEN3 car as we start to see his surroundings revealing themselves as the inside of a plane. As the huge cargo doors open, the piercing light of the sky pours in, leaving the audience with one question–is he really going to do what we think he is?
The driver accelerates out of the back of the plane with fierce determination. We see the driver pushing himself, his car and the sport to the limit as the car plummets towards the earth with conviction and grace; an image of extraordinary power against a backdrop of blue skies.
As the action builds with the velocity of the car reaching its peak, our driver ejects himself to parachute to safety. We follow the car as it continues to cut through the air, the camera focusing on the technical and artistic engineering as it accelerates faster and faster, closer and closer to the ground before, at the last moment we cut back to our caged birds set free and the title “Progress is unstoppable.”
Sam Walker directed this hero film, titled “Progress is Unstoppable,” via London-based Uncommon Creative Studio, promoting Formula E, the electric motosport independently ranked as the most sustainable sport in the world by the Global sustainability Benchmark in Sports.
Nils Leonard, co-founder at Uncommon Creative Studio, said, “This film is the story of Formula E’s journey and unrelenting progress forward told through the Gen3 car and its fearless drivers. The story of an ambition to progress completely set free. We wanted to make something unlike anything made in racing before. The goal was something that would move you whether you were into motorsports or not. Something dangerous and beautiful. A kind of dance you can’t take your eyes off.”
“Progress is Unstoppable” is part of a series of films that will run across multiple media touchpoints including digital, social and BVOD channels in the U,K., India and other markets.
