Without building its prestige and fame, Formula E faced remaining a niche, curiosity sport, rather than realizing its potential, breaking into the mainstream and getting the attention from sports fans it deserves.
A lot of people have the misconception that Formula E cars, because they are electric, are ‘toy’ cars. We set out to create a piece of ‘hero’ content that helped flip that misconception and show Formula E off as a hugely exciting, visceral racing spectacle ahead of the Hong Kong E-Prix on Sunday 10th March.
Enter ‘Street Level’, a tongue-in-cheek poke at those who believe Formula E use toy cars.
Using scale replicas of the GEN2 car and CAD data of the full-size car we created an epic race, filmed on a tiny scale - showcasing the Formula E driving style (tight, hard fought battles played out on rough and unpredictable city streets).
The campaign was rolled out globally across social media platforms (Facebook, Instagram, YouTube) as part of the race build up.