UNIT9 has teamed up with Formula E to launch a bold new creative era for the sport, introducing the GEN4 race car with a campaign that strips racing down to its purest elements: light, texture, and motion.
The hero film and its striking suite of still and social assets usher in a hyper-stylized visual identity for Formula E —one that feels raw, elemental, and electric.
Directed by Henrik Alm and Niclas Moos and shot entirely in stark monochrome, the launch film balances precision and chaos: grains of sand surge like current, light cuts across tarmac and steel, and the car appears in glimpses—fragmented reflections, sculptural sweeps, and flashes of energy.
UNIT9’s approach was to capture the emotion of speed, not just its image. Using high-contrast cinematography, inverted imagery, and practical light effects, the film builds a world that’s both futuristic and primal, translating technology into sensation. Watch below:
“We wanted to redefine how electric racing feels, not just how it looks,” says Henrik Alm of UNIT9. “Everything lives in tension—light and dark, silence and noise, motion and stillness. That edge between control and chaos defines the GEN4.”
Faced with a razor-thin production window, UNIT9 developed a post-first workflow, capturing clean plates of the GEN4 in controlled light and then running them through AI-assisted pipelines to reconstruct illumination, atmosphere, and textural detail. Each shot became a hybrid of cinematography and digital sculpture, human intent fused with machine precision, to achieve visuals impossible to create fully in-camera.
Delivered as a hero film with multiple cut-downs and photographic stills, the campaign signals a reinvention not only of Formula E’s technology, but its entire creative identity.
“The brief was open but the expectation clear—create a hype film that excites, redefines, and pushes Formula E into cultural fandom,” the UNIT9 team adds. “We didn’t just want to make noise—we wanted to craft a visual journey that sets the benchmark for racing films moving forward.”
The result is a piece that feels like electricity incarnate—a sensory jolt that captures the pulse of Formula E’s future.
CREDITS:
BRAND: Formula E
PRODUCTION COMPANY: UNIT9
- Director: Henrik Alm and Niclas Moos
- Managing Director: Adam Dolman
- Executive Producer: Andrew Davies
- Producer – Kirsty Lane
- Director of Photography: Luke Sullivan
- Editor: Niclas Moos
- Post Production: Lamont Studios
- CGI Artist: Mike Lamont
- Photography: Gabriela Alatorre
- Music & Sound Design: Robert Dietz / Studio Teiwas
- Color Grade: Myles Bevan
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