11 January 2019 15:56pm
We shot this very cool flagship film for W Series late on a Friday night and delighted to say that the WING team produced this piece from Brief to Delivery in just one week.
To launch this incredible racing series and competition, we produced a high-octane film featuring strong, fast, skilled, and ambitious racing drivers to change the face of motorsport – quite literally. The film aims to play with the viewer's preconceptions of gender in racing in order to highlight the importance of the competition, urging them to #RethinkRacing.
Accessibility is at the heart of W Series: its mission is to provide a springboard for women to secure their future in a fully integrated motor racing league. It’s free to enter, meaning women from all backgrounds have a shot at the prize, and while W Series is currently only based in Europe, it plans to spread to the rest of the world in due course. And finally, while the #1 champion gets the biggest payout from the prize money, cash is awarded all the way down to 18th place. There’s nothing disingenuous about it. W Series is investing in the futures of these racers, and you can’t help but feel that it truly believes in its cause.
Big names also believe in the series. Former F1 driver David Coulthard and F1 design guru Adrian Newey are overseeing selection and training. Tim Crow, ex-CEO of sports marketing giant Synergy, has come on board as the commercial director – joining experienced sports lawyer and CEO Catherine Bond Muir in management at the company. With backing from industry leaders like this, it’s hard to believe that W Series is going to be anything but a game-changer.