Viaplay - Formula 1

Eras come and they go. Formula 1 left its most successful spell to date behind as it entered 2026 with the sport's most consequential rule change. For Viaplay, the reset was both a challenge and an opportunity, as the sport’s recent cultural resurgence has significantly shifted demographics.

Partly fuelled by its new American owners, a certain Netflix docu-series and the drivers’ newfound star potential, F1 cemented itself in pop-cultural spaces rather than the ones petrolheads traditionally claimed. This created a strategic tension: with a new fanbase looking at the sport differently, audiences now expect something different from Formula 1. So we built a campaign that spoke to both for the Dutch streaming broadcaster.

To introduce the latest epoch, we created a fully animated hero commercial depicting two generations racing at Circuit Zandvoort. A ghosted 2025 car versus a full-colour 2026 model, showing the rule overhaul’s impact through visuals. As the 2026 cars hadn’t been announced at the time of production, we partnered with Woodwork to design a bespoke model in line with the latest FIA regulations.

F101 Maxplained
For the younger, non-diehard audience, we developed two original online content formats. In the personality-focused Maxplainer, Max Verstappen breaks down the new regulations in his own, unmistakable fashion.

F101, produced by Viaplay, was created for newcomers. Hosted by presenters Amber Brantsen and Nelson Valkenburg, the series takes viewers into the new era through clear, accessible explainers, readying for the action ahead.