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6 March 2019

Honey, I shrunk the cars.

by Andrew MacGregor


Formula E: “Street Level” - 90s

Thought the remote control car you got for Christmas was cool? Think again. This cleverly made film unleashes two miniaturised Formula E cars on the city streets, with plenty of towering obstacles between them and the finish line.

As pedestrians hop over each car and traffic cones prompt some tight evasive manoeuvres, the race becomes an amusing mash-up of size and speed. Think child's play with two-hundred-and-fifty-plus horsepower.

Through a combination of model cars, blistering camerawork, and strong environmental work, the ad delivers a lively spin on urban motorsport. Even if the contest is over too soon, a darkly funny end gag shows the brand isn't messing around.


Creative Agency: Iris London Ⓟ Ⓦ
ECD: Grant Hunter
Creative Director: Ross Taylor
Creative: Tash Thomas / Cara Dawson
Business Team: Matthew Gully
Agency Exec Producer: Adam Walker
Senior Producer: Adam Reid
Film Production: Kode Ⓟ Ⓦ
Director: Rich Lee Ⓦ
Producer: Anthony Taylor
Production Co-ord: Ellie Phipps
Executive Producer: Andrew Porteous
Cinematographer: Chris Probst

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