Creative Brief
To refresh the Sky Sports F1 brand identity for all programming. Our F1 coverage should remain recognisably Sky Sports whilst respectfully nodding to F1’s official brand identity. The brand should lean into the drama of the on-track action, and the wheel-to-wheel racing of the circuit, whilst hero-ing the personalities and the skill of the drivers.
The Idea - The Drawing Board
Engineering in F1 is vital as it underpins the design, development, and optimisation of every component. This concept isn’t about polished CGI or overly digital tech aesthetics. Instead, we’re taking F1 back to its rawest and truest form – the drawing board.
At its core, every car begins as a sketch, a scribble on graph paper, or a blueprint pinned up in a factory. By embracing this hand-drawn, process-driven language, we strip away the gloss and reveal the authenticity of the sport’s foundation. We show fans the craft, trial-and-error, and imagination that underpin the final spectacle on the track.
Style Frames
Storyboard
