Boomtown Productions has unveiled a new film to announce ADNOC as an official partner in the 2019 Abu Dhabi F1 Grand Prix. It was an incredibly quick turnaround for the team, receiving the brief one night and shooting across the following two days.
Director Rory McLoughlin said: "I set out to create a fast paced, high intensity & moody film, reminiscent of the Penzoil Joyride films to really feel the raw power of race cars on a track. Quick cuts matched with crunchy sound design lifted the energy of the film while using the shaker on the flight head added to the sense of speed. The opening needed to feel calm and smooth, in contrast to the chair gripping racing later. We used dry ice on the floor of the garage to give the hero ADNOC branded race car a mythical feeling, adding to its sense of importance.
"Revealing the two VIPs from ADNOC and Abu Dhabi Motor Sport has a strong sentimental connection here and coincides with the text message in the beginning of 'it's time.' This alludes to the idea that it's about time ADNOC take on the role of official partner for the Abu Dhabi F1 Grand Prix so the race symbolises the chasing between the two entities for this partnership over the last decade of F1 at the Yas Marina Circuit.
"The final shot announcing this partnership has Omar Al Suwaidi looking out proudly towards the main grandstands towards his future partnership with the distant and muffled sound of an F1 car representing the changing of the guard from previous F1 sponsorship."