F1 Titles 2022
What’s in store for 2022 represents a huge transformation of technical rules. Having been delayed from their initial launch in 2021. Red Bull's technical director, Adrian Newey, believes that the changes will be the biggest seen in the sport in the last 40 years, revolutionising F1 as we know it.
The new regulations make way for Closer, fairer and more exciting racing. Creating more opportunity and an equal chance for drivers to fight for the top positions.
The new era is here
Winner of BEST SYNC IN FILM + TV TITLES, Music & Sound Awards 2022
F1 video showcasing the changes for 2022
The Concept
This was an open brief to the whole of the Sky Sports design team, in which my concept was chosen and brought forward.
The idea behind the titles was to go back to the drawing board, rebuilding the sport as we know it. Taking the audience on a journey from build to finish, showcasing innovation at it’s finest.
Building the ultimate team for the new era - I wanted the audience to feel as though they were immersed, behind the scenes and part of the awe inspiring F1 teams which consist not only of the drivers, but also the engineers, the aerodynamicists, the innovators.
Storyboard
There are essentially 2 parts of the title sequence that I wanted to capture in the narrative, the build and the test run.
The build is used within the narrative to create a sense of awe and mystery, creating the same anticipation as fans have for the launch of the F1 cars. The focus around the cars this year in particular was key, due to the changes amount of changes aesthetically and technically. This section takes the audience through the build in intricate detail, from wireframes and blueprints. It also features and heroes the drivers in a superhero style with various power stances. The suspense builds as the car starts to form, and comes to a point of suspense where the car is ready for a test run. As is common in practice, drivers usually use simulators at test centres. This plays on that concept.
The pace of the sequence changes in the second half of the sequence, as the F1 car is launched forward, fully immersed in the simulation, the test run showcases a variety of tracks throughout the 2022 season, in all weather conditions. I wanted to use close up shots action shots to symbolise the closer more competitive racing, neck to neck excitement and a sense of drama as we draw closer to the finish line.
Driver Shoot
On the day of the shoot, I wanted to create 4 stages of the driver reveal to help with the narrative.
The introduction of the driver
The build of the driver
The driver awakening and being initiated
The driver observing their surroundings in awe
moodboard of driver poses
Driver narrative guide
F1 2022 title sequence
AR initial concepts
Additional concept ideas for AR
Billboard AR ideas - Ferrari example
Billboard AR ideas - McLaren example
AR examples of fan user engagement, building and examining the cars in detail in the comfort of their own homes
AR examples of fan user engagement, featuring wireframes, integrating with the titles
AR Set Design - Initial ideas
AR set design, allows presenters to walk around the car and go into detail on certain new features of the cars
Client: Sky Sports | Formula One
Lead Concept Design & Creative direction: Katarina Duvnjak
Creative Director: Bigfoot Creative, Chris Wilcock
Exec Producer: Sofie Leale
Producer: Nick Mason
Post Production: Coffee & TV, Steve Waugh, Luke Todd, Richard Coley, Jonny Crew, Gus Quirk, Joss Brindle
Audio: Envy Post