AWS | F1
Debuting during the 2022 British Grand Prix at Silverstone, this television ad revealed how AWS data analytics and Machine Learning helped drive the creation of F1’s next-generation car. The result: more wheel-to-wheel action for race fans around the globe.
Top of the podium insights. AWS returns to the Formula 1 grid in 2023 to celebrate the technology powering F1 Insights.
Tapping into 1.1 million data points per second generated from 300 sensors on every car, AWS machine learning and AI are able to analyze every bit in real time.
The result is a collection of cutting-edge statistics to keep F1 fans dialed into the nuances of each Grand Prix, even at 200 mph.
My team at AWS collaborated with the hugely talented creatives at Joint London and Rascal Post to visualize data in a whole new light. And the team brought back the London swagger of Mark Strong as our voice for Formula 1.
This campaign debuted during the AWS Spanish Grand Prix, airing through the F1 season in the UK on Sky Sport and BBC Channel 4, and on YouTube in Italy, Spain, the Netherlands, Brazil, and the United Arab Emirates.
AWS Head of Advertising: Lindsey Sutphin
AWS Head of Creative: John Fulton
AWS Sr. Campaign Manager: Emilee Brunton
Agency: Joint
Post/VFX: Rascal
Directors: Markus Lundqvist / Gareth Brannan / Rascal
Data pushes limits, speed included. My team created the first-ever television advertising for the partnership of AWS and Formula 1.
Debuting during the 2022 British Grand Prix at Silverstone, we revealed how AWS data analytics and Machine Learning helped drive the creation of F1’s next-generation car. The result: more wheel-to-wheel action for race fans around the globe. This spot aired in the UK on Sky Sport and BBC Channel 4, with support on YouTube in Italy, Spain, the Netherlands, Mexico, and Brazil.
Our exploration of the car took us into the world of data before accelerating onto the circuit, narrated with proper intensity by the inimitable Mark Strong.
AWS Head of Advertising: Lindsey Sutphin
AWS Head of Creative: John Fulton
AWS Sr. Campaign Manager: Emilee Brunton
Agency: Joint
Post/VFX: Rascal
Director: Kit Lynch-Robinson/Flipt