Oracle Racing

Nostalgic but familiar, we modernized a classic vintage race poster while incorporating bolder lines and additional layers to the image. Extending the depth of the imagery allowed for room to manipulate the scene in 2.5D- giving us the space to reference further signifiers for effective world building in an extremely limited time slot.

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Our location identifiers, which introduced the audience to iconic spots like NYC and the Everglades, were full-screen takeovers featuring blocky, modern typography. Through blending modes, we allowed these location texts to bleed into the background visuals, making them feel like an integrated part of the race itself, rather than simple overlays. This gave the film a seamless, immersive quality.

We developed a series of user interfaces used for displays across phone and TV screens within the film. These UIs had to be both unique and seamlessly integrated with the Red Bull brand. The goal was to ensure the graphics felt familiar and easily digestible to the audience, while maintaining an elevated and branded look that aligned with the sophistication of F1 race culture.

1 OVERVIEW

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In the lead-up to the Miami Grand Prix 2022, we had the opportunity to partner with Red Bull and Oracle Racing to bring their vision to life for the 11-minute film, Race to Miami: F1 Road Trip USA. This wasn’t just any race—the film followed F1 driver Checo as he raced his Formula 1 car through the bustling streets of New York City, down through the swamps of the Everglades, and into the sleek, newly built Miami circuit.

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Red Bull granted us liberty to explore art direction in a way that felt authentic to the visually bold world of Formula 1, while still pushing the envelope on how it could be portrayed cinematically. Inspired by vintage race posters, we proposed a post-modern aesthetic to blend the nostalgic charm of classic racing visuals with a modern, refined twist to reflect Red Bull’s brand identity and the feel of theMiami Grand Prix. This was achieved through the design of the films opening title animation, UI graphics, and title cards.

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2 RESEARCH

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We took a deep dive into the world of vintage racing posters, pulling from their bold typography, dynamic layouts, and vibrant color palettes, while integrating a modern edge to align with Red Bull’s visual language. The entire project embraced a post-modern movie poster aesthetic—from the title sequences to the location identifiers, everything was designed to feel larger-than-life.

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