What does an adrenaline rush sound like?

F1 Driver Valterri Bottas featured on the successful campaign for the HYLAND Brand.

IMPACT 

HYLAND’s campaign received 154M in earned media impressions across 44 different media outlets, including Ad Age who featured Flight of the Valtteri in their “Best of 2024” roundup for B2B and said the campaign added “emotion to a typically emotionless category.”  

In Formula 1, where split seconds decide winners and losers, data reigns as the track’s most valuable currency. Yet with countless tech companies already dissecting race performance, Jack Morton Worldwide along with brand client HYLAND, invited us to be their on location production partner to help craft visuals to spotlight a different story—the thrilling synergy of data and motorsport in a way no one else has before.

Enter The Flight of the Valtteri, a one-of-a-kind project where we helped combined cinematic storytelling with raw biometric data. JMW along with partners Green Sky, Deep Vibe & HiFi Project collaborated from concept to delivery resulting in a ground breaking campaign that was an instant hit with fans and the media.

We partnered with HYLAND and F1 Icon Valtteri Bottas, outfitting him with an array of sensors to capture heart rate, blood oxygen, and brain activity. As he pushed the limits on the track, we were there filming every moment—from high-speed passes chased by an FPV racing drone to millisecond decisions inside and outside of the car—all while collecting the data that would later become the soundtrack debuted and featured on Spotify.

Green Sky Director/DP Adam Green and his team managed the production and kept their “cool” filming while under the 90 degree plus California sun, capturing all the content within a single 10-hr day. In addition to on location filming, we were also charged with scouting and securing a race track location and the specific project’s hero vehicle under an exceptionally tight two-week deadline, meeting the client’s ambitious schedule with speed and precision.

Back in post-production, the Deep Vibe and HiFi teams, with input from JMW’s creative team, transformed those data points into an original musical composition, seamlessly blending science and art. The result was a high-octane video experience that took viewers onto the circuit with Valtteri Bottas and turned heads across the racing world—showing just how powerful the relationship between data and F1 can be, both on screen and under the hood.