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29 April 2021

Days of future past.

by Andrew MacGregor


Formula E: “Change. Accelerated.” - 90s

Science fiction doyen Arthur C. Clarke narrates this beautifully crafted promo for the new Formula E season. Directed by Marcus Söderlund, the film starts with one of Clarke’s most famous quotations: "Trying to predict the future is a discouraging and hazardous occupation".

Meanwhile, something equally momentous draws attention from people around the globe. Time slows as pedestrians, firefighters, Day of the Dead revellers, et al. track an off-screen object, with viewers kept in suspense for as long as possible.

When Söderlund does pull the trigger, it's an explosion of sound and electric fury as Formula E cars flood the screen. Despite a few race day quirks, the advertised championship reckon this is what Clarke meant when he said "the future will be fantastic".


Creative Agency: Uncommon Ⓟ Ⓦ
ECD: Sam Walker
Agency Producer: Pete Thornton
Film Production: Academy Films Ⓟ Ⓦ
Director: Marcus Söderlund Ⓟ Ⓦ
Producer: Luke Goodrum
Production Services: José Barrera
Editor: Ted Guard Ⓦ @ The Quarry Ⓟ Ⓦ
Post Production: Jon Purton / Sydney Levy @ Electric Theatre Collective Ⓟ Ⓦ
VFX: Fasa Oyibo / Reynold Rodrigues / Thiago Villas Boas / Mark Chapman / Heather Costa
Colourist: Julien Alary
Music: Singularity - Jon Hopkins

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