There aren’t many artists who could handle the task of effectively capturing the speed and exhilaration of Formula 1 racing within one song. Then again, there aren’t many who could boast the same 30-year legacy of experimentation as electronic duo The Chemical Brothers.
As longtime Formula 1 fans, the English sound engineering masters were tapped to supply the official sound for the new racing season, and they delivered. Twice.
First, they lent Formula 1 the track “We’ve Got to Try” off of their upcoming album, No Geography. The galvanizing tune comes with a brand-inspired video that tells the story of Girl, a dog who trains diligently to pilot an F1 race car—and then a rocket ship.
Then they really ramped things up. Partnering with creative agency Wieden + Kennedy London, the pair broke down the new song, re-engineered it and accelerated the track to 15,000 beats per minute—to match a Formula 1 car’s engine speed of 15,000 revolutions per minute. The souped up version is a lightning-quick 3 seconds entitled “WGTT15000BPM F1 Neeeum Mix,” and it holds the odd distinction of being the world’s fastest remix:
The song—condensed now to the point of being more a sound effect, really—will serve as the sonic branding of Formula 1 throughout the racing league’s marketing.
“The engineering challenge of creating the fastest remix intrigued us as F1 fans and music producers,” said Tom Rowlands of The Chemical Brothers. “It’s exciting to hear our music in the context of F1. The speed and intensity of F1 is a nice reflection of our music and live shows.”
To hear how the sonic branding will be incorporated into Formula 1 marketing, check out this launch trailer for the new racing season:
CREDITS:
Client: Formula 1
Lead Client: Ellie Norman, Director of Marketing & Communications, F1
Agency: Wieden + Kennedy London
Creative Directors: Dan Norris, Ray Shaughnessy
Creatives: Tom Reas, Liam Riddler
Art Director: Chris Gray
Executive Creative Directors: Tony Davidson, Iain Tait
Group Account Director: Matthew Owen
Account Director: Hannah Gourevitch
Account Managers: Sam Hunton, Lola Sauer
Comms Planning Director: Lee Ramsey
Strategy Director: Georgia Challis
Planner: Oscar Powell
TV Producer: Sam Rendle Short
UNIVERSAL MUSIC UK
Globe: SVP Strategic Marketing & Partnerships: Sarah Desmond
Globe: Senior Director, Sync: Adam Gardiner
Globe: Senior Account Director Strategic Marketing & Partnerships: Kate Macdonald
Virgin EMI: Senior Marketing Manager: Sarah Crane
Video Commissioner: Ailsa Robertson
TV PRODUCTION
Postproduction Company: Time Based Arts
Executive Producer: Tom Johnson
Producer: Sean Ewins
Editor: Vid Price
Music+Sound Company: String and Tins
Sound Designer: Joe Wilkinson
Producer: Esi Jonuzi
MUSIC VIDEO PRODUCTION
Production Company: Pulse Films
Director: Ninian Doff
Executive Producer: Rik Green
Producer: Ellie Fry
Director of Photography: Mauro Chiarello
Editorial Company: Stitch
Editor: Paul O’Reilly
VFX Company: Nineteen Twenty
VFX Supervisor: Ludo Fealy
Music+Sound Company: String and Tins
Sound Designer: Joe Wilkinson
Producer: Esi Jonuzi
