AWS | F1
Formula 1 races into the generative AI era in 2024 with the horsepower of the AWS cloud.
Tapping into 1.1 million data points per second generated from 300 sensors on every car, AWS machine learning and AI are able to analyze every bit in real time.
The result is a collection of cutting-edge statistics to keep F1 fans dialed into the nuances of each Grand Prix, even at 200 mph.
And the next evolution of racing with generative AI capabilities is set to ignite this season.
Generative F1. Reaching 200+ million viewers across five continents, my team led the AWS Formula 1 campaign into the generative AI era in 2024.
Our challenge: to demonstrate how AWS machine learning and AI can analyze the 1.1 million data points per second generated from 300 sensors on every F1 car
Our answer: to make the unseen world of data both visible and dramatic. Using AI tools, we visualized the actual data that feeds the F1 broadcasts globally.
The final product showcased F1 Insights—the cutting-edge statistics that keep F1 fans dialed into the nuances of each Grand Prix, even at 200 mph.
And the team brought back the London swagger of Mark Strong as our voice for Formula 1.
This campaign debuted during the AWS Spanish Grand Prix, airing through the F1 season in the UK, Italy, and Brazil.
AWS Head of Advertising: Lindsey Sutphin
AWS Head of Creative: John Fulton
AWS Sr. Campaign Manager: Emilee Brunton
Agency: Joint
Post/VFX: Rascal
Directors: Markus Lundqvist / Gareth Brannan / Rascal
Data pushes limits, speed included. My team created the first-ever television advertising for the partnership of AWS and Formula 1.
The challenge: reveal how AWS data analytics and machine learning helped drive the creation of F1's next-generation car—resulting in more wheel-to-wheel action for race fans around the globe.
Our exploration of the car took us into the world of data before accelerating onto the circuit, narrated with proper intensity by the inimitable Mark Strong.
This campaign debuted during the British Grand Prix at Silverstone, airing in the UK on Sky Sport and BBC Channel 4, with support on YouTube in Italy, Spain, the Netherlands, Mexico, and Brazil.
AWS Head of Advertising: Lindsey Sutphin
AWS Head of Creative: John Fulton
AWS Sr. Campaign Manager: Emilee Brunton
Agency: Joint
Post/VFX: Rascal
Director: Kit Lynch-Robinson/Flipt