- Agency: MOX
- Client: Formula E
- Category: Video Design — Automotive
- Location: London, United Kingdom
- Project Brief: Create an automotive video that introduces Formula E’s new brand identity through kinetic visuals, rapid editing, and motion-driven storytelling.
Automotive video that relaunches a racing brand sells speed before it shows a car. MOX reveals Formula E's new era through a dark, high-contrast film built on heat haze, a glowing monogram, and the next-generation machine kept in shadow.
The slow reveal makes the car the payoff rather than the opening. A low purple-lit silhouette and a top-down shot of the livery hold the Gen4 racer in near-darkness, so curiosity builds before any full detail lands.
The new monogram anchors the rebrand in one sharp mark. A parallelogram "E" built from stacked bars flashes bright over a crowd of upturned faces, reading as both a letter and a motion streak.
The editing mirrors the sport's own kinetics. Rapid cuts between heat shimmer, reflective floors, and reacting fans push a digital-first energy that carries the identity across broadcast and social in the same restrained palette.
