An unfiltered conversation with both Ferrari HP F1 drivers

I worked with the title sponsor of the 2024 Canadian GP - AWS - to shine a light on all the technology, data and AI - used during F1 race weekends. The idea was to take a storytelling and ‘did you know?’ approach to the content vs. a ‘sponsor-first’ approach.

AWS is also a key sponsor for the Ferrari HP team which meant I was fortunate enough to spend some time with both F1 drivers.

I approached this content series as a three-part project to ensure maximum visibility for the client:

1) Surprise and delight a broad audience - the viral factor. The video with Carlos Sainz got a combined 12M views across TikTok (2.6M views) and IG (9.2M views)

2) Tease the long-form content with a 30secs round-up of what is to be expected. The teaser got 130K views on IG and TikTok

3) The interview was an unfiltered and in-depth discussion that went beyond the on-track battles and seamlessly integrated the partnership. The full 40min interview got 70K views on YouTube

Links:
https://www.instagram.com/reel/C74SZOdR3xT/
https://www.instagram.com/reel/C9hUepNNOoh/
https://www.youtube.com/watch?v=CWJeKWv4fQ4&t=2070s