Logitech GChallenge

The Logitech G-Challenge is a global sim-racing competition which allows any drivers from eligible regions to compete for prizes. To promote the 2021 competition, we were tasked with filming McLaren Formula 1 driver Lando Norris, an avid gamer himself, and bringing to life the thrill and excitement of sim-racing.

Our process

We knew we wanted to use the McLaren Thought Leadership Centre, a magnificent, futuristic-looking, circular room with tiered seating radiating from the centre. We wanted to place a full size car in the centre of the room but unfortunately couldn’t get one in. So we did the next best thing, created one in 3D.

The Logitech playset formed the base structure for Lando to interact with. We devised an idea where he would strap himself into the sim-rig, the music and lights would change, and a 3d McLaren car would build around him and seamlessly integrate into the 3D graphics environment of the game.

Lighting was an important aspect of the production and we took time to create a pulsating, neon-electric look and feel in the Logitech colours, taking full advantage of the circular architecture of the TLC.

Once we’d filmed Lando interacting with the car, driving and playing the game we took the footage and built a McLaren 720 in 3D which assembles as the countdown to the game begins. We then updated the livery for all cars within the game so that when played back, Lando was almost driving the virtual lap in game.

Deliverables

The key deliverable was a one minute hero piece of content to promote the competition.