In November last year, Wieden+Kennedy unveiled their Formula 1 rebrand, ushering in a new era for motorsport. With a new logo, typefaces and fan-focused vision, the refresh set out to celebrate and excite pre-existing fans, while engaging with a broader audience. Fast-forward four months, and the identity is finally starting to be brought to life on the track. Last month, ahead of the upcoming Australian Grand Prix in Melbourne, the London-based agency rolled out their thundering Engineered Insanity campaign, including a hotly anticipated video ad featuring Formula 1 superfans. But this is just the starting line – they’ve lined up 19 more race promos, multiple activations and a load of fan festival work to be rolled out as the season unfolds. From being given the green light at ideas stage, to shooting Lewis Hamilton in under four minutes, W+K creative trio Philippa Beaumont, Andrew Bevan and Freddy Taylor offer insight into the making of the new campaign.