WILLIAMS F1 | DIGITAL CONTENT
PUSHING CREATIVITY AND LIMITED, FOR WILLIAMS RACING.
The Berry and Williams Racing have been producing and creating high-octane campaigns across socials, digital and events! From CGI and AI-fuelled social films, that brought raw speed and original filmmaking, to global audiences… to larger-than-life visuals that LIT UP Piccadilly Circus, for an immersive fan zone experience.
The partnership between The Berry and Williams has so far merged technology with live action and animation, to capture the hearts of British motorsports fans and global audiences, like never before.
SILVERSTONE INBOUND.
To build anticipation for the iconic Silverstone Grand Prix, Williams and The Berry created a viral social moment. A boundary-pushing promo film, fuelled by the combination of CGI and AI. The action-packed film combines CGI car animations, stock footage, archival material and AI-generated visuals that together, form an epic journey rto Silverstone. No live shoot. Just pure technical wizardry and a bold narrative vision that brings speed, creativity and British heritage, to your screen!
LIGHTS OUT AND A.I WE GO…
AI was used as a complementary tool within The Berry’s post-production pipeline; working seamlessly alongside traditional live-action, CGI and visual effects techniques. Using AI was not only extremeley creative (!)… but hugely helped to accommodate a very tight timeline.
The A.I scene creations, enabled the inclusion of shots that would have otherwise been impossible (or very difficult!) to capture and create. This gave The Berry team more time to focus on the creative heavy lifting, from developing the concept, to texturing every carbon fibre on the 3D FW47 car.
USING TRADITIONAL METHODS.
Alongside AI, the project involved classic CGI methods. You’ll see EPIC regal burnouts, with simulated smoke FX outside Buckingham Palace… and fully textured and modelled Williams F1 cars, rendered to uncanny photorealism. CGI was also used to combine live-action plates, using matched lighting, shadows and seamless compositing - plus a full-CGI build of a generic London road, for the FW47 to tear through in style.
BREAKING IT DOWN. BTS.
Go behind-the-scenes and explore how The Berry used AI not just to enhance, but to help build key parts of the project from the ground up. A.I played a vital role in shaping scenes that would have been near impossible to produce. The Berry incorporated famous monuments and figures, bringing them to life as playful characters and helping stitch together complex, stylised scenes. Combined with traditional CGI, VFX and compositing techniques, A.I became part of the creative team, adding new tools to the process.
THE FAN ZONE.
London’s newest brand experience concept, ‘Below The Lights’, opens its doors underneath the world-famous Piccadilly Lights. To launch the space… Williams Racing activated their UK Fan Zone, with The Berry.
The Berry created immersive CGI content to both educate and wow audiences. Williams Racing history was heavily featured through the event and The Berry developed a suite of looping assets to play on the Fan Zone Screens, portraying historical, current and future stories. The CGI and animated content was designed to play on multiple, large-format screens.
Spread across three floors and with capacity for over 500 people, the experiential space brought fans unrivalled access through an immersive world of Williams F1 Racing. State-of-the-art lighting, sound systems and a series of large format Ultra HD digital displays delivered on the high-impact audio-visual experiences.
The Williams Racing Fan Zone in London is a continuation of the team’s Fan Zone World Tour, building on the success of the team’s fan zone events over their recent F1 seasons. The fan zones are part of the team’s commitment to offer unparalleled access to fans in the cities THEY race in.
