The most exciting sport on the television grill deserved an image as powerful as the engine of a single-seater. With this premise, the channel VAMOS entrusted Kutuko the creation of the visual identity of their F1 programs. Our proposal was a universe of passion in motion, driven through the narrative power of “Slow motion” and inspired by the work of the photographer Vladimir Rys.

CLIENT

TBS

YEAR

2019

PROCESS REEL

CREATIVE DEVELOPMENT

Inspirational References

Everything that matters in F1 happens in tenths of a second. An Infinitely small fraction of time that WE WILL make the spectator lives with intensity, stopping the passage of time. Containing all the expressive power of a Grand Prix, showing it through (still life) and relying on the narrative power of “slow motion “.

Creative Core: «Slow Emotion»

We will build the proposal around the most important representative elements of F1 to create the universe of “Race Day”. A program of emotion and passionate analysis that “stops time” in each broadcast. It analyzes each centimeter of curve, each gear of the single-seater, each race situation no matter how anecdotal it may seem, so that the spectator can visually savor each instant, always in contact with the asphalt.

We created 6 still lives frozen in time that seek to capture the emotion and detail of those instants.

These scenes will be later adapted to compose the augers, blasts, closures…

All the backgrounds of the still lives will be decomposed by the speed, generating a great contrast with the Slow-Motion. We rely on the photographer Vladimir Rys to generate this sensation.

THE SCENES

1. GARAGE

The place where it all starts. Where the machine sleeps while it waits to jump into the circus and devour chicanes.

It appears by the ignition of a fluorescent car, you see a driver walking slowly on camera while caressing the car before the race.

2. GRID

Within seconds of flying, green becomes the color of passion and the hidden helmet and reflects the rider’s tension.

We see the traffic light changing color in the reflection of the helmet.

3. PIANO

Where tension turns into art. To touch it without missing a note at 250 km/h is only within reach of a few.

The car rubs against the undercarriage with sparks jumping from the wheels and the smoke from the braking advance in Slow-Motion.

It appears by the ignition of a fluorescent car, you see a driver walking slowly on camera while caressing the car before the race.

4. PIT STOP

The most critical seconds of the race. Where each piece of equipment adds up to make the strategy triumph.

We see all the members of the team moving as if it were a slow motion choreography.

5. OVERTAKE

A pure state of emotion. Close the gap. Defend the position and each hundredth of an advantage. Curve by curve. Turn by turn.

6. FINISH LINE

Cross the line between success and failure. Let yourself be enveloped by the checkered flag. And think about the next Grand Prix. There is no respite.

STILLS

LABORATORY