It's light's out and away we go as we speed into a new era of Formula 1 on its new home, BeIN Sports!
BeIN Sports Asia acquired the rights to broadcast the 2023 Formula 1 season across the SEA region and naturally they were keen to rev their engines and let the world know.
I was asked by BeIN Sports Asia to develop concepts for the launch of the F1 property and I came up with the idea of the BeIN Sports Pit Crew.
The premise is a simple one...what would a Formula 1 pit crew get up to during the off-season?
From that starting point we were able to come up with a bunch of fun stories to develop. In the end we scripted four main ideas which we wanted to film.
Once all was settled BeIN Sports and I contacted the incredible Uwie Balfas of Impala Films in Indonesia to organise the shoot. She did an amazing job!
The spots are pan-Asian spanning the Thai, Indonesian and SEA markets and have been featured on-air and on BeIN Sports' social media platforms.
The campaign won four awards at Promax Asia 2023. It landed two Golds for Best Sports Campaign and Funniest Promo (Tuk-Tuk Stop) and two Silvers for Best Sports Promo (Tuk-Tuk Stop) and Funniest Promo (Nappy Change).
The Pit Crew picked up more accolades at the New York Festivals TV & Film Awards 2024 winning three Golds for Best Streaming Promotion, Best Editing, and Best Direction. The campaign was also a finalist in the Best Sports Program Promotion category
So without further ado here are the spots:
1) KILLING TIME aka What to do when there's no F1!
BeIN Sports Pit Crew Concept - Thariq Amir
Story - Durai Ramanathan & Thariq Amir
Additional Story Elements - Thariq Amir, Huda Achmad, Thayagarajan K.L, Durai Ramanathan
Writer - Thariq Amir
Director - Durai Ramanathan
Co-Directors - Thariq Amir & Huda Achmad
Production Manager - Uwie Balfas
Production Executive - Clarissa Tan
Initial Edit - Thariq Amir
Final Edit - Huda Achmad
Mastering - Huda Achmad & Cecil McLean
Producers - Thariq Amir & Huda Achmad
Sound Mix - Suite Sound
VFX - Nobel Sjaaf
Graphics - Samuel Er
Colourist - Junbin Chen
Creative Manager - Durai Ramanathan
Marketing Head - Magdalene Ng
2) Nappy Change aka A different kind of pit stop!
BeIN Sports Pit Crew Concept - Thariq Amir
Story - Thariq Amir
Additional Story Elements - Thariq Amir, Huda Achmad, Durai Ramanathan
Writer - Thariq Amir
Director - Durai Ramanathan
Co-Directors - Thariq Amir & Huda Achmad
Production Manager - Uwie Balfas
Production Executive - Clarissa Tan
Final Edit - Huda Achmad
Mastering - Huda Achmad & Cecil McLean
Producers - Thariq Amir & Huda Achmad
Sound Mix - Suite Sound
VFX - Nobel Sjaaf
Graphics - Samuel Er
Colourist - Junbin Chen
Creative Manager - Durai Ramanathan
Marketing Head - Magdalene Ng
3) Pimp My Gerobak aka Fuel up!
BeIN Sports Pit Crew Concept - Thariq Amir
Story - Thariq Amir
Additional Story Elements - Thariq Amir, Huda Achmad, Durai Ramanathan
Writer - Thariq Amir
Director - Durai Ramanathan
Co-Directors - Thariq Amir & Huda Achmad
Production Manager - Uwie Balfas
Production Executive - Clarissa Tan
Final Edit - Huda Achmad
Mastering - Huda Achmad & Cecil McLean
Producers - Thariq Amir & Huda Achmad
Sound Mix - Suite Sound
VFX - Nobel Sjaaf
Graphics - Samuel Er
Colourist - Junbin Chen
Creative Manager - Durai Ramanathan
Marketing Head - Magdalene Ng
4) Tuk-Tuk Stop aka Not your ordinary trip to the petrol station!
BeIN Sports Pit Crew Concept - Thariq Amir
Story - Thariq Amir
Additional Story Elements - Thariq Amir, Huda Achmad, Durai Ramanathan
Writer - Thariq Amir
Director - Durai Ramanathan
Co-Directors - Thariq Amir & Huda Achmad
Production Manager - Uwie Balfas
Production Executive - Clarissa Tan
Final Edit - Huda Achmad
Mastering - Huda Achmad & Cecil McLean
Producers - Thariq Amir & Huda Achmad
Sound Mix - Suite Sound
VFX - Nobel Sjaaf
Graphics - Samuel Er
Colourist - Junbin Chen
Creative Manager - Durai Ramanathan
Marketing Head - Magdalene Ng
It was an absolute pleasure working on this project and fun too bringing these characters and ideas to life.
All that's left to say is buckle up your seatbelts and live life in the fast lane as a new era of Formula 1 dawns on BeIN Sports.
