Peugeot
Branded Content
Driven to Discover
French car manufacturer Peugeot invest heavily into their flagship race programme Peugeot Sport in the World Endurance Championship. Their hypercar, the infamous 9X8, is a symbol of progression and technical mastery. Their drivers are celebrities in their own right.
The launch of Peugeot’s new road car the 4008 formed the platform for a unique partnership with the race team.
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Driven To Discover features Loic Duval, whos storied career is deeply connected with Japan. Our story depicts his journey of preparation for the prestigious 6 Hours of Fuji. Driving the Peugeot 4008 into the Japanese countryside Loic seeks solitude and peace before returning to the track and the spotlight of endurance racing.
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This film was produced in the lead up to the actual 6 hours of Fuji. As such we had to devise a creative approach that was both agile and explosive. We mapped out a selection of locations close to the racetrack, then worked in a scripted narrative that complimented our physical locations. Prioritising golden hour we set a tone of lightness and breath in Loics peaceful scenes that juxtaposed against the intensity of racing in darker more dramatic shots. The balance between light and dark matching the consumer car vs the professional racing car offers a sense of accessible freedom found in the seat of the 4008.
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