Redbull Racing

The IRIS x Red Bull Racing campaign brought together the precision of IRIS audio technology with the thrill of Formula 1. This suite of films, blending IRIS’ high-level tech with the intensity of the racetrack, marked IRIS’ debut in motorsport partnerships, demonstrating how cutting-edge sound clarity enhances high-stakes communication. The film assets contributed to the brand exceeding funding targets by 679%.

Challenge

With a first-to-market product and a high-profile commercial partnership — IRIS was facing a challenge in communication. How can you create compelling content around the use of an algorithm? How can 1/1000 of a second translate as high-stakes? How can you educate an audience on the use of a new technology, and convert that knowledge into consumption?

Insight

In an industry where marginal gains and split-second decisions are tantamount to success, and where clarity is crucial, it was inevitable that IRIS would find a partnership in the motorsport sector. Aston Martin Red Bull Racing partnered with IRIS to enhance the quality of the racing team's audio communications by using their cutting-edge technology.

Christian Horner is the Team Principal at Aston Martin Red Bull Racing. Commenting on the launch of the partnership said: “Communication is key in Formula One, especially in an environment where ambient noise is matched by a vast array of competing signals. The sound of Formula One cars on track excites the senses and in working with IRIS, our team can communicate from track to pit with the greatest level of clarity.”

Solution

Max + Harry were commissioned to create a suite of films; not only to introduce Iris’ first product to market, but to celebrate what would become a core business strategy for the company — partnership in motorsport. 

There was a fantastic creative opportunity in the polarity of the brand. There was a diligent, cerebral element to its research and its technological innovation. And there was an adrenalised, visceral element to the application of the product on the racetrack. 

Our campaign was structured around that contrast at each end of the IRIS pipeline, and delivering crucial information in the most engaging way. We wanted to hear from the engineers leading the development of this technology, but we want to see this technology in action in the race pit.

We chose to deliver the core information, in an exciting, compulsive way; synthesising the intelligence of the technology with the high-tempo visuals we have come to expect from Formula 1. 

Using testimonials from both IRIS and Aston Martin Redbull teams, we built an educational film illustrating the application of the tech, using the language of a sports doc-drama. With this decision, we could catapult audiences onto the track armed with key knowledge of the brand. Only when we had given an audience a chance to download key information on the product, would we throw them right into the driver's seat.   

Results

679% funding target exceeded  

2 films became essential consumer touchpoints