Peugeot Sport
Branded Content
10,000 Hours
The 24 Hours of Le Mans is the pinnacle of endurance racing and an event that grabs
the attention of the entire motorsport world.
Working alongside Peugeot Sport for the 2024 season we were challenged to create a cut-through moment in their season for this infamous race.
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Our creative approach was kick started by the iconic time frame of 24 hours. True endurance, true dedication. But we wanted to know what comes before, what does it take to even get to the start line, let alone the finish line. We explored different iconic time-based theories and experiences until we landed on Steven Galdwell’s rule of 10,000 hours to become an expert.
Led by a powerful script focusing on the dedication of time we told a story of the entire team, depicting grit and determination beyond the cockpit.
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This film is a masterclass in agile production. Shooting trackside during the days running up to Le Mans, our team merged documentary run and gun with artfully composed scenes. Unlike typical shoots with full control we had to respect the bigger picture and the pressure on Peugeot Sport to concentrate on the impending race. Our experience in paddock and working with professional athletes underpinned our approach and enabled us to push this to the edge. Hotel room turned edit suite and we delivered 10,000 hours ahead of race day taking over the big screens at the Peugeot Fan Experience centre as well as a digital release on all social media platforms.
The film has since gone to be featured at the Paris Motor Show and has been nominated for best creative at the international motor film festival.
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Creative
Casting
Full Production
Edit
Grade
Sound Design
