Formula E's Unleashes Gen 3 Racing Car onto Streets of Riyadh and Diriyah

Formula E once again joins forces with La Familia London to promote the 2023 CORE Diriyah E-Prix by connecting Diriyah's cultural heritage with a tech-leading vision of the future, embodied by the new gen 3 car.

The creative production company's second film for the electric racing championship celebrates The next generation of FE Fans in Saudi - young, progressive and hungry for the future of sport.

The gen 3 Car and the backdrop of Saudi share an equal stage in the film that takes La Familia's signature high-energy style and applies it to a new category.

Calum Torbett, creative director at La Familia London, added, "The challenge was to take our rich history of working in the lifestyle sector and apply that same formula and signature style to the world of motorsport. 

"What made it work was Formula E's desire to shift and disrupt the norms within its industry and give us the freedom to try new things that bridge the gap between motorsport and youth culture."

The directors, Santi&Pablo, added, "An ambitious creative and a tight timeframe made this project a beautiful challenge. But with a lot of pre-production and planning with the different heads of department, we managed to see and solve many potential issues beforehand and deliver our film the day before the race."

The film dropped on the 27th Feb, the day of the race, but with the car only arriving on Saudi soil on the 23rd Feb, the film needed to be shot, edited, and graded in less than four days. 

This film strengthened their working relationship after launching Formula E's Gen3 racing car in 2022 with a studio shoot of stills and a launch film that dropped at the Monaco E-Prix that year- which you can check out below.