Brand Campaigns – Williams Racing

Williams Racing F1:

The British racing team Williams Racing is one of the world’s most significant teams in Formula 1 and has been a historic part of motorsport since it was founded in 1977 by Frank Williams and Patrick Head.

Between 2021 and 2023 we have been responsible for the overall transformation of the marketing department, merchandising, brand repositioning, development, conception, casting, coordination and execution of Williams brand campaigns and video productions.

General Responsibilities:

• Campaign development in the creative, strategic, and operative process
• Target group analysis and definition
• Planning, implementation and support of the client and the various freelancers throughout the process
• Content creation for various media channels
• Budget and project management as well as modular market requirements
• Staffing, supervision & (time) management of production on location
• Paid social media strategy development and performance analysis

799 Hearts, One Soul:

The image film “799 Hearts, One Soul” opens a new perspective that connects the heart with the soul of Williams racing. Instyle’s strategy for this campaign was to make the storyline less factual and more emotional, reflecting the passionate sport.

We are showcasing the people behind the Williams racing team in an emotional and engaging way. The intention is to show that all 799 people through a selection of a few, all working towards the same goal, which together creates the soul behind Williams Racing.

The heart. It is not only what makes us live and breathe; it is also synonymous with emotion, passion and dedication. It was important to constantly play with the music, the sounds and the omnipresent concept of the heartbeat and integrate this into the video.

With the purposeful use of special effects and CGI shots, we created a high level of tension and visual representation of the captivating Williams racing team.

Responsibilities:

• Campaign development in the creative, strategic and operative process
• Target group analysis and definition
• Planning, implementation and support of the client and the various freelancers throughout the process
• Content creation for various media channels
• Budget and project management as well as modular market requirements
• Staffing, supervision & (time) management of production on location
• Paid social media strategy development and performance analysis

Across The Pond:

With the brand campaign “Across the Pond”, typical American landscapes, iconic landmarks and clichés were played, intended to reach the American market. Due to the first Miami Grand Prix in 2022 and other planned races in the United States, Instyle’s main focus was on creating more awareness and recognition for the Williams Formula 1 team and positioning them as a lifestyle brand.

Based on market analysis targeting an American audience, Instyle created an image video with humorous elements, playful interactions and cinematic scenes that attracted a lot of attention and created targeted visibility for the Williams Formula 1 team in America.

Responsibilities:

• Campaign development in the creative, strategic, and operational process
• Target group analysis and definition
• Planning, implementation and support of the client and the various freelancers throughout the process
• Content creation for various media channels
• Budget and project management as well as modular market requirements
• Staffing, supervision & (time) management of production on location

Overcoming:

The “Overcoming” campaign draws on Williams’ rich history in Formula 1, which has seen many highs and lows. Instyle transformed the DNA of Williams Racing into an image video, showcasing the determination, passion and strength that has helped the team achieve its newly fought greatness. For the campaign, it was important to openly display accessibility and vulnerability for viewers to identify with, while also clearly demonstrating the team’s determination to fight its way back to the top. In the premier class of motorsport, Williams Racing has embraced their failures and only set their victories as the beginning of a long-lasting success story as a goal, which was emotionally reflected in the brand film.

“We are Williams. We use history to arm ourselves and shape our path without boundaries”

Responsibilities:

• Campaign development in the creative, strategic, and operative process
• Target group analysis and definition
• Planning, implementation and support of the client and the various freelancers throughout the process
• Content creation for various media channels
• Budget and project management as well as modular market requirements
• Staffing, supervision & (time) management of production on location

Drive. No Matter What — Esports Launch:

“Drive. No Matter What” — under this credo, Instyle conceived the video production for the Williams E-Sports launch. The connection between humans and automobile is lived more deeply at Williams than just through the gesture of “a hand on the steering wheel and a foot on the pedal”.

Driver and the F 1 car become emotionally fused. The vehicle brings
the thoughts and emotions of the female driver to life. The aim was to create an identification of the spectators with the Formula 1 and the Williams brand, and at the same time to break down clichéd gender roles.

Through electrifying storytelling combined with high quality filming and specially created CGI scenes, Instyle developed a captivating brand campaign that is in the pulse of the times and creates relevance for the client, Williams Racing.

Responsibilities:

• Campaign development in the creative, strategic, and operative process
• Target group analysis and definition
• Planning, implementation and support of the client and the various freelancers throughout the process
• Content creation for various media channels
• Budget and project management as well as modular market requirements
• Staffing, supervision & (time) management of production on location

CONTENT Williams Racing:

Instyle has been producing exclusive content for the Williams Racing Formula 1 team on behalf of Instyle since 2020. During the entire F1 season, Instyle accompanies drivers, team principals, engineers, and the entire team at every single moment, capturing unique insights behind the scenes of a Formula 1 team. For all platforms and formats, be it social or digital, Instyle creates crucial content for Williams’ marketing strategy and therefore became a key part of the Formula One team.

Responsibilities:

• Photo/video content for digital and social
• Filming and post-production on and off track