The brand
A racing driver’s brand lives in the moments people choose to share.
Hadley Simpson races a Ginetta in the GT4 class. Like every driver he depends on sponsors and supporters, and most of what they see of him between races is video.
Race highlights tend to look alike: a few fast laps, an overtake and a result. They prove he was there. They rarely give anyone a reason to care.
The idea
Fastest, excluded, last, podium. This weekend already had a plot.
He qualified fastest and was then excluded for a technical infringement, which meant starting from the pit lane. On a drying track the team gambled on slick tyres, and he set his best lap of the race on them.
He finished on the podium. That is a comeback, so we cut it as one: the setback first, then the climb.
Fastestin qualifying
Excludedtechnical infringement
Pit-lane start
Slick tyreshis best lap of the race
Top sixin GT4
Podium
The film
The commentators tell the story. We show what they could not see.
The race commentary runs through the whole film as narration, so the story is told by the people who were calling it live.
Our cameras fill in the rest: the cars through the trackside fencing, the garage watching the timing screens, the crew on the pit wall and the champagne.
