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Creative

The Chemical Brothers and Formula 1 Release Fastest Remix of All Time

W+K London launches new global sonic identity for F1

The Chemical Brothers and Formula 1 Release Fastest Remix of All Time

The Chemicals Brothers have launched the fastest remix of all time, entitled ‘WGTT15000BPM F1 NEEEUM MIX’, to mark a unique brand collaboration with Formula 1 and launch the 2019 season.

The partnership, created by Wieden+Kennedy London, tasks the Chemical Brothers, famous the world over for pushing machines and technology to their limits via their music, to transform a brand-new track into the iconic sound of an F1 car roaring past at high speed. ‘We’ve Got To Try’, from the forthcoming new album ‘No Geography’, is broken down, re-engineered and accelerated to 15,000 beats per minute (BPM) to reflect the 15,000 revs per minute (RPM) that today’s hyper-complex F1 cars are capable of reaching. 

‘WGTT15000BPM F1 NEEEUM MIX’ is the result of that experiment and amounts to the fastest remix of all time — an appropriate claim for F1, the pinnacle of motorsport.

At three seconds long, NEEEUM is the new global sonic identity for F1 and ‘We’ve Got To Try’ is the sound of the F1 2019 season. 


To further reflect a sport in which every second counts, the remix is accompanied by a film that shows a dog behind the wheel of an F1 car and commandeering a rocket into space. Tomorrow, with the release of the full ‘We’ve Got To Try’ track, the Chemical Brothers will reveal their music video which tells a tale of heroic canine ‘Girl the Dog’ and her mission to complete the impossible, directed by Ninian Doff and produced by Pulse Films.

Ellie Norman, director of marketing & communications, F1, said of the partnership: “As pioneering sound engineers, with music to match the speed and intensity of F1, there’s nobody better for us to partner with than The Chemical Brothers.”

Dan Norris and Ray Shaughnessy, creative directors at Wieden+Kennedy London, said: “With F1's big ambition to bring more people into the sport, we used 2019's season of the 1000th race to bring both the history and future of F1 to life. Partnering with the Chemical Brothers and launching with the world's fastest remix, brings F1's killer combo of human endeavour and precision engineering to life. For the whole team to nerd-out so hard on this project has been a joy.”

The Chemical Brothers are long-standing fans of the sport and have performed at multiple F1 events over the years; the collaboration continues the band’s incredible track record of innovation such as the creation of the music at the Velodrome in the 2012 Olympics.

“The engineering challenge of creating the fastest remix intrigued us as F1 fans and music producers,” said Tom Rowlands of The Chemical Brothers. “It’s exciting to hear our music in the context of F1. The speed and intensity of F1 is a nice reflection of our music and live shows.”

Globe, Universal Music UK’s creative agency, worked with W+K to deliver Formula 1’s collaboration with The Chemical Brothers.

The full video for ‘We’ve Got To Try’ will be available globally on March 8.

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Production Company

Production Company: Pulse Films

Director: Ninian Doff

Executive Producer: Rik Green

Producer: Ellie Fry

DOP: Mauro Chiarello

Sound

Sound Company: String and Tins

Producer: Esi Jonuzi

Sound Design: Joe Wilkinson

Post Production / VFX

Post Production Company: Time Based Arts

Producer: Sean Ewins

VFX Supervisor: Ludo Fealy

Executive Producer: Tom Johnson

Editor: Vid Price

Creative Agency

Creative Director: Dan Norris, Ray Shaughnessy

Creatives: Tom Reas, Liam Riddler

Art Director: Chris Gray

Executive Creative Director: Tony Davidson, Iain Tait

Planner: Oscar Powell

Group Account Directors: Matthew Owen

Account Director: Hannah Gourevitch

Account Managers: Sam Hunton, Lola Sauer

Communications Planning Director: Lee Ramsey

Strategy Director: Georgia Challis

TV Producer: Sam Rendle Short

Music

Music Company: String and Tins

Publisher: Universal Music UK

Offline

Edit Company: Stitch

Editor: Paul O’Reilly

Client

Brand: Formula 1

Category: Events , Sports and Leisure

Genre: Music & Sound Design