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  • client: BBC Sport
  • agency: The Intro Partnership
  • agency producer: Jo Allen / Katy Richardson
  • director: Julian Gibbs


Using the BBC’s extensive archive of Formula 1 footage, the new title sequence takes us on a trip through a dreamy blend of legends and classic cars, via a montage of dynamic track action.

Apart from 'The Chain', the visuals were supplied mute, so the sound bed was painstakingly built from scratch.

As the tension rises and we see various legends prepare for the start, a high octane audio backdrop builds to a crescendo as the lights go out. Once the action begins, we zoom in on classic F1 moments, with super slow motion shots enhanced by sound design for added impact.

Our journey reaches conclusion as we roar past a chequered flag, into the image of Lewis Hamilton signing the World Championship trophy as 'The Chain' thrashes into full effect.