WRC
Documentary Series
More Than Machine
The World Rally Championship is at a crossroads. It’s the most explosive, exhilarating motorsport in the world. But beyond a small die hard fan base there is dwindling interest.
Pioneering tech brand SafetyCulture, lead sponsor to the M-Sport rally team enlisted Superlative to expose the championship to a new audience via a 6 part documentary series following the people of the sport.
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Aptly titled More Than Machine, we wanted to look beyond fast cars going, well fast. Beyond rivalries and results, we wanted to tell the story of the people behind the team. Experiencing the sport through the technicians and tea ladies to team principles and drivers.
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To make a motorsport series less about racing and more about people, first we had to find out about the people who made up the team. We jumped on a plane to Sweden where the second rally of the year was taking place. A discovery mission in -22º. Initial interviews unveiled a dedicated, determined yet painfully underfunded team and a true underdog story.
We quickly put together a small filming team who would accompany M-Sport throughout the rest of their 24 season. With 12 races left in the calendar, the year was shared across the globe and in the edit suite.
Our delivery plan was an ambitious mid season premiere with each episode airing in 3 week intervals on the WRC’s Youtube channel.
Authentic long form storytelling was at the heart of the project but the social content and paid media was an essential driving component. Alongside the observational documentary we facilitated social media asset creation for a cross channel promotional campaign that utilised influential voices in the sport, creating bespoke moments for different channels and platforms to pique interest and drive traffic to the exclusive episodes.
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Services
Creative development
Full production
Edit
Grade
SFX
Social media
