Formula E has unveiled a new campaign entitled ‘No Turning Back’ ahead of the eighth season of the electric car-racing series.
The season-long campaign will look to set the tone for Formula E's journey into a new era ahead of the season-nine debut of its Gen3 car.
The campaign film has been produced by London-based creative studio Uncommon.
The film is designed to highlight the fight against climate change through the adoption of electric mobility solutions and builds on the ‘Change. Accelerated.’ campaign launched in association with Uncommon last year.
The three-minute ‘No Turning Back’ film leans into the excitement of Formula E and highlights the adrenaline and proposition of the races. The film highlights how Formula E has been designed to race not only on the track but through iconic global cities.
The film opens in the middle of a race as Sam Bird, António Félix Da Costa and Pascal Wehrlein fight for the lead. As Da Costa makes his move, he connects with Wehrlein’s car, flips upside down and flies across the track in a crash.
The film, which includes commentary from the UK’s Formula E commentator Jack Nicholls, then juxtaposes live news reports of climate change and its impact with the chaos of the cars crashing. We then see Da Costa crawl from beneath the wreckage of his car to climb the track fence and move the race “to the streets”.
Throughout the upcoming season, Formula E will deliver its climate change message across its 16 races.
The new season begins in Diriyah, Saudi Arabia this weekend, with further events planned in Mexico City, Berlin, Rome, New York, London, Monaco and, for the first time ever, Jakarta, Vancouver and Seoul. A number of host cities are depicted in the film.
Image credit: Formula E/Uncommon