ESPN Star Sports 'The Five Elements'
Styleframe Designs
The 5 Elements Concept
The philosophy behind the Formula One race is not about speed and cars but how racers perform under immense pressure and conditions in a race. We bring you Formula One by introducing 5 different elements of the track, derived from the fact that 5 former world champions will be pitting against each other for the first time this season. The campaign is built around these elements: Earth, Water, Air, Metal and Fire. An amalgamation of each other, track conditions arise from natural elements interacting with each other. When Earth (track) interacts with Water (rain), traction between the car and road is reduced, which in turn affects speed, judgment and the ability to corner. Likewise, aerodynamics (Air) slows a car down but it also keeps the car’s tyres on the track (Earth) and aid in cornering. Metal is an element which makes up the carbon fiber body as well as engine of a car, the engine pistons create bursts of energy increasing speed and better acceleration. The engine emits heat and sparks (fire) when ignited. Who will be able to suppress and conquer these elements to emerge as the ultimate victor in this year’s Formula One race?
Styleframe Design: Keat Leong
Art Director: Rezaliando, Fizah Rahim
Creative Director: Xavier Oon
Creative Director: Xavier Oon
Produced at Critica, Singapore
