Generative F1. Formula 1 races into the generative AI era in 2024 with the horsepower of the AWS cloud.

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.

For this season, the next evolution of racing with generative AI capabilities is set to ignite this season.

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, Italy, and Brazil

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 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

AWS | F1