Lotus F1 Team 2013 Launch

Drive was appointed as creative and technical supplier for the launch of the Lotus F1 Team 2013 Race Car.

The launch event took place at the Lotus F1 Team home in Enstone, Oxfordshire and was attended by 120 partners, sponsors and VIPs. Drive created an immersive environment by integrating moving head lasers and film, showcasing the E21 race car in stunning perspective, and highlighting the evolution from last year’s model with the use of the laser projection and 3D animation.

The event was broadcast on Sky Sports and included interviews with the drivers and key members of the Lotus F1 Team.

In a multi camera shoot the bespoke soundtrack and seven full-colour lasers were used to bring the car to life, the sponsor’s logos were branded onto the car in 3D, lines of light travelled from the integrated 3D projection screen along the stage floor and onto the car, illuminating the logos and the cars iconic contours.

Ben Fender, CEO of Drive Productions, comments: “Given the name of our company I think it’s clear that working with a Lotus F1 Team has been a natural fit. Lotus F1 Team integrates technology and innovation with everything they do and these match the qualities of Drive. I am looking forward to seeing Lotus F1 Team succeed on the track this season.”