Aston Martin F1 x Arm
Award-Winning Technology Partnership Film
Client:
Aston Martin F1 & Arm.
My Role:
Creative Director, concept, art direction, team leadership, sound direction, final integration.
Timeline:
2 weeks.
Outcome:
469k Instagram views · Platinum Hermes Creative Award.
The Brief:
Announce the Arm and AMF1 technology partnership to two very different audiences simultaneously, motorsport fans who care about speed and drama and the global technology industry who understand what a semiconductor architecture company actually does. Technically credible, visually premium, with only two weeks from brief to launch.
The Idea:
The camera travels through the bodywork of the AMF1 car, diving through cables and mechanical workings into Arm's processing chip, then bursting back out as the car races into the distance. Arm's processing power drives everything, invisible but essential. The creative challenge was making that invisible infrastructure feel cinematic.
My Role:
Led the full creative scope, concept, visual direction, team leadership and final compositing. Distributed master assets across two specialist 3D animators with clear direction to ensure the film held together as one cohesive piece. Briefed and managed the sound designer to full fill creative vision. Managed separate approval chains from both AMF1 and Arm throughout, each with different brand sensibilities and strong opinions.