Digitas’ latest campaign kicks off F1 season for Honda Racing

March 10, 2020

Digitas London has created ‘The Calm That Builds The Storm’ – its latest campaign for its partnership with Honda Racing F1.

The work is UK-led, but with global reach, with Digitas responsible for strategy, creative and media execution. 

Its launch this week coincides with the start of the new 2020 Formula 1 season.

The film shows the quiet, meticulous work that goes on behind the scenes to create the Honda F1 power unit. This is juxtaposed with the chaotic energy and sound of an F1 car pushing racing to its limits. 

Digitas UK briefed, created and produced the work which was shot by Radical Friend, an LA-based director who is on the Partizan roster – one of London’s leading production companies.

The campaign is inspired by the moment Pierre Gasly, driving the Honda F1 Power Unit, beat Lewis Hamilton to a podium finish at the 2019 Brazilian Grand Prix with a difference of just 0.062 seconds. 

Digitas and Honda have partnered to create a real-footage, seasonal kick off and it represents a break from the animation style leveraged in 2019. 

James Whatley, Strategy Partner from Digitas UK adds: “Our relationship with Honda Racing F1 has flourished these past years so to be allowed to film inside the engine bay for this was a huge privilege. And to use that backdrop to illustrate the creativity, intensity, precision and expertise, that goes into the ultimate racing machine is something Digitas is incredibly proud of.”

The work will break online, on social channels, for the first week of the Formula 1 season, appealing to racing fans and beyond.