Formula 1 creates a sonic logo with the Chemical Brothers in 'fastest remix of all time'

Three-second track is condensed version of full length music video

Published On
Mar 07, 2019

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Formula 1 has worked with The Chemical Brothers to create a new sonic logo that's claimed to be the "fastest remix of all time."

Wieden & Kennedy London is responsible for the project, which involves condensing a full length music track and video, "We’ve Got To Try," from the Chemical Brothers forthcoming new album"No Geography," into a three-second remix. The sound is broken down, re-engineered and accelerated to 15,000 beats per minute (BPM) to reflect the 15,000 revs per minute (RPM) that F1 cars are capable of reaching.

Th snappily-titled "WGTT15000BPM F1 NEEEUM MIX" will serve as F1's sonic logo and the full length video for "We’ve Got To Try," out tomorrow, will be the "sound" of the F1 2019 season. The Chemical Brothers are well-known fans of Formula 1, and have performed at multiple F1 events over the years.

The remix is accompanied by a three second film, seen here, that shows a dog behind the wheel of an F1 car and commandeering a rocket into space. The full music video tells a tale of heroic canine "Girl the Dog," and her mission to complete the impossible. It's directed by Ninian Doff and produced by Pulse Films.

Dan Norris and Ray Shaughnessy, creative directors at Wieden & Kennedy London, comment in a statement: “With F1's big ambition to bring more people into the sport, we used 2019's season of the 1000th race to bring both the history and future of F1 to life. Partnering with the Chemical Brothers and launching with the world's fastest remix, brings F1's killer combo of human endeavour and precision engineering to life. For the whole team to nerd-out so hard on this project has been a joy.”

Credits

Date
Mar 07, 2019
Client:
Formula 1
Agency:
Wieden & Kennedy-London
Director of Marketing & Communications:
Ellie Norman
Creative Director:
Dan Norris
Creative Director:
Ray Shaughnessy
Creative:
Tom Reas
Creative:
Liam Riddler
Art Director:
Chris Gray
Executive Creative Director:
Tony Davidson
Executive Creative Director:
Iain Tait
Group Account Director:
Matthew Owen
Account Director:
Hannah Gourevitch
Account Manager:
Sam Hunton
Account Manager:
Lola Sauer
Comms Planning Director:
Lee Ramsay
Strategy Director:
Georgia Challis
Planner:
Oscar Powell
TV Producer:
Sam Rendle Short
Globe SVP Strategic Marketing & Partnerships:
Sarah Desmond
Globe Senior Director, Sync:
Adam Gardiner
Globe: Senior Account Director Strategic Marketing & Partnerships:
Kate Macdonald
Virgin EMI Senior Marketing Manager:
Sarah Crane
Video Commissioner:
Ailsa Robertson
Post Production Company:
Time Based Arts
Executive Producer:
Tom Johnson
Producer:
Sean Ewins
Editor:
Vid Price
Music+Sound Company:
String and Tins
Sound Designer:
Joe Wilkinson
Producer:
Esi Jonuzi
Production Company:
Pulse Films
Director:
Ninian Doff
Executive Producer:
Rik Green
Producer:
Ellie Fry
Director of Photography:
Mauro Chiarello
Editorial Company:
Stitch
Editor:
Paul O’Reilly
VFX Company:
Nineteen Twenty
VFX Supervisor:
Ludo Fealy
Music+Sound Company:
String and Tins
Sound Designer:
Joe Wilkinson
Producer:
Esi Jonuzi

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