Will Thacker and I hunted high and low and found an excellent animator in Chicago. Jack Goodwin, executive producer at Kode Media, says: "Collaborating with EA Sports and 20something again has been a joy. As far as F1 athletes go, Daniel is bit of a unicorn, in terms of his talent, personality, and creativity.
An eye-watering, clashing, and contrasting of graphics and colours. The resulting work shows speed and aggression, but also depth. A strong visual identity was created, there was a strong desire to move away from typical racing graphics. The team was joined by Daniel himself who helped with initial concepting. What's more, we brought creative elements from the game into our work, and elements from our work, into the game." We pursued a direction that mixed live-action and animation. We knew we wanted to do something that looked different to the sea of content that was out there. One of my favourites let viewers in on Daniel's love of Schnitzel. As a result, a quick search on Youtube and you'll see him getting up to all sorts of branded content mischief. In the first episode Daniel talks about his love, and study of other sports, and how he seeks to turn insights he gleams from them into a competitive advantage on the track.Įlliott Starr, head of copy ay 20something, says: "An athlete like Daniel Ricciardo is hot property.
We can't wait to continue to see this come to life."
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The content series will stretch beyond film and traditional media, with assets that will live in the real world, and integrate into the game itself. As you can see in the content we learn about his love, and study of other sports which is at the heart of what we do. But communications that create an intimacy between fans and athletes has always been ambition for games company, EA Sports.Īlex Wilde, athlete relations director at EA Sports, says: "Daniel Ricciardo has been a long time member of the EA Sports family.
Shows like 'Drive to Survive' have started to create a mass appetite for the sort of content. 'After the Apex' aims to show viewers the 'person behind the athlete', whilst pulling some F1 enthusiasts into the world of gaming. Detailing Daniel's thrill-seeking behaviour all the way back to his childhood, the film gives viewers insight into what makes Daniel Ricciardo so good at what he does but through a lens you have never seen before, an extreme, abstract, psychedelic world. In the first of four films featuring the Australian racing driver, viewers get up close and personal with Daniel's need for, and love of danger. Headed up by Italian Grand Prix winner, Daniel Ricciardo, 'After the Apex' is a new content series for F1 2021.
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