Racing Minds
A ground-breaking documentary taking science out of the lab and on to the track
A world first
Following the success of our broadcast documentary Race To Le Mans, we were thrilled to be back in the motorsports world with Eurosport and Ford.
The challenge
Take cutting-edge science and apply it to look into the minds of professional racing drivers LIVE on track for the first time.
Taking untested technology out of a lab setting is daunting enough, but putting it into a live track session? This would be truly groundbreaking.
Delivering impact
Working with M-Sport Ford WRC drivers Adrien Fourmaux and Gus Greensmith and tech partner Unit 9, each athlete was fitted with a bespoke racing helmet that transmits live data from the drivers’ brains via receptors.
Knowing how complex the subject we were covering was, fascinating insights from our scientists helped make the content easy to follow for the non-neurological experts among us.
Bringing the data to life, engaging GFX visualised how the drivers responded in real-time to every twist and turn, translating some pretty incredible science into easy-to-understand information for the audience.
The results
Broadcast on Eurosport and Discovery+, the documentary revealed unprecedented insights into untapped performance gains that could unlock the next level of driver.
What we delivered
Positioning Ford at the cutting edge of technology
Working closely with technology partners to bring creative solutions
12-minute documentary episode
Supporting digital campaign assets
Full creative development, logistics, film crew, and edit in house
Impact
Over 100,000 views on Discovery+
150m+ linear impacts across Eurosport and Discovery+ Channels
15.5m digital impressions delivered across Eurosport and Discovery sites
26.6m individuals reached across Eurosport social channels
“On the Ford Racing Minds project, it was natural to work with Cut Media. Their great expertise in content production and their strong appetite for pushing boundaries in sports worked perfectly with that project and its complexity.”
Alex Puget, Eurosport Senior Creative Solutions Manager
RACING MINDS
