Back for a second year to launch the AMR23 in Aston Martin's new F1 factory
Year
2023
Location
AMF1 Team Factory, Silverstone, UK
Agency
Cake
Production Company
UNIT9
My Roles
Creative Director
About
This 2023 launch of the Aston Martin Formula 1 car was held in the team’s new factory at Silverstone UK. Aston Martin is the first team in 20 years to build a specific F1 factory to develop their race cars. The launch gave invited guests and viewers at home, via Sky Sports and online live stream, a glimpse of the new facility and see the unveiling of the car.
The reveal moment we designed acted to celebrate each and every member of the AMRF1 team. A bold, visual and sonic narrative illustrating the many skilled individuals coming together with a single goal – to build the AMR23.
It was great to have been invited back for a second year running. The new factory is obviously designed for car production and not for live shows so it did present quite a few challenges. However, the space ultimately led to a more intimate show compared to the previous year and for the audience present it was a very special experience.
