Title	MCLAREN FEARLESSLY FORWARD
Brand	MCLAREN
Product/Service	MCLAREN
Category	D01. Screens & Events
Entrant	WING London, UNITED KINGDOM
Idea Creation	WING London, UNITED KINGDOM
Production	WING London, UNITED KINGDOM

Name	Company	Position
Will Ingham	WING	Creative Director
Ania Smolenskaia	WING	Lead Editor
Mel Nwanguma	WING	Head of Production
Molly Clifton	WING	Production Manager
Owen Cox	WING	Producer
Lewis Crossfield	Electric Theatre Company	Colourist
Matthew Stevens	WING	VFX
Nicholas Bennet	WING	Director of Photography
Sergio Cesari	WING	Underwater Director of Photography
Alan Witts	WING	Sound Design and Composition

Write a short summary of what happens in the film

The team searched through many years of archived footage and set up abstract shoots with McLaren's products and cars to produce the final film and tell the company story in an unusual way. Using word play and allegories to bring deeper meaning to the images, the film draws on McLaren's rich history, featuring archived footage of the greatest moments from their past and also its New Zealand heritage. The film highlights the company’s focus on innovation and technology, ground-breaking car design and successes on and off the track - including achievements in manufacturing and engineering that lie outside of the automotive sphere. The final film was a step away from your classic sports montage. Rather than focusing purely on racing cars and success, meaning was brought to the images through word play, encouraging the viewer to forge their own personal and emotional connection with the film.

Cultural/Context information for the jury

The leadership team at McLaren had just developed a critical new and refreshed brand ethos to combine the three businesses – McLaren Racing, McLaren Applied Technologies and McLaren Automotive – under one unified narrative. They wanted to conjure a sense of collective pride in the organisation and instill faith for the future. Having worked with McLaren for nearly a decade, we were able to draw on its knowledge of the brand’s history, and incredible reputation for innovation to tell a compelling visual story about their progression, guided by a brief that demanded it 'get the hairs up on the back of people's necks, draw from [the] past but shine a light to the future and make people feel extraordinarily proud of McLaren’. The final cut was screened to staff and stakeholders providing a cinematic experience to draw feelings of nostalgia, pride and ambition for the future among the workforce.