The collaboration between Techeetah DS Formula E Team and JAM Creative gave birth to an extraordinary launch film for the "DS E-TENSE FE19," uniting performance and avant-garde aesthetics in a ground-breaking alliance. The creative concept seamlessly melds the fluidity of artistic expression with the technical precision of the new "Gen2" car, embodying the cutting-edge nature of Formula E as an all-electric street racing championship and a glimpse into the future of motorsport.
Aiming for a cinematic masterpiece that matches the technological prowess of the car, JAM Creative employed an innovative blend of set design, 3D animation and projection mapping. The resulting film took centre stage at the grand unveiling of the new car, underscoring the exceptional nature of the DS E-TENSE FE19.
Amidst a carefully orchestrated blend of post-production techniques, the emphasis remained on capturing authentic footage in camera. This involved a meticulous two-day shoot with the car positioned on a reflective vinyl floor, before a massive 10m high x 20m wide wall that acted as a canvas for the projection mapping. Also in attendance were the Techeetah DS drivers – the reigning FE drivers' champion, Jean-Eric Vergne, and his teammate, Andre Lotterer.
The film unfolds in captivating fashion, commencing with the car's silhouette as the music builds anticipation. Gradually, the projection mapping transforms the car into a dynamic work of art, illuminating its chassis, wheels, and cockpit with a teasing play of light and colour. A crescendo reveals the car against a vivid backdrop of colours and shapes, beautifully fusing artistry and technology.
The drivers themselves were not excluded from this captivating experience. Projection mapping elements, such as the team logo "painted" onto their faces, added to the immersive effect. Meanwhile, meticulously controlled robotic arms executed dynamic camera movements around the car, allowing for an impressive array of kinetic visuals during filming.
The result was a launch film that resonated deeply within the Formula E community and beyond. JAM Creative's visionary approach, brought to life in collaboration with Techeetah DS Formula E Team, set a new standard for launch films, capturing the essence of the DS E-TENSE FE19 while foreshadowing its imminent success on the track.