McLaren F1 Launch, Worldwide

Michael Grubb Studio were contacted by WING to realise an initial marketing concept.

The marketing concept for the #bebrave content campaign, with the reveal forming a promotional video released on the eve of the Formula 1 Season.

With filming taking place over one evening at McLaren Technology Centre, a considerable amount of preparation and detail went in to ensuring a successful production. This consisted of CAD modelling, prototyping, testing materials and conversations with our working partners, WING and McLaren.

Our design concept was based on a triangular structure that sat on a geometrical mirrored surface. The construction of the framework was sub-consulted to LSE Lighting with additional lighting equipment provided by Lamps and Amps. Under our supervision, every angle had to be tested to ensure no flicker to the camera or potential glare from the mirrored floor.

For the project, we developed a special bespoke programming arrangement which allowed us to activate a range of complex lighting sequences. This allowed total flexibility to alter sequences during the filming.

The #bebrave Ad campaign achieved over 10 million views within a matter of days, making it the most successful launch of the 2018 F1 season.