Barcelona, May 9, 2014 -- burn energy drink and Lotus F1® Team unveil Human Ignition today, a new movie investigating the future of F1® in the year 2030 and showcasing insight from great minds who share a passion for motorsport – from drivers through to designers.
American director Bryan Gregg is at the helm of the project having previously worked on the Emmy award winning Discovery Channel series “Deadliest Catch.” Human Ignition investigates key areas of F1® in 2030: the cars, the drivers, the technology and the experience for fans of motorsport.
Human Ignition presents a future in which drivers will compete in a ‘breathable’ car made of moveable alloys that know when the engine is overheating. Advances in technology will also allow drivers to view slip-streams from vehicles through augmented reality, allowing for advancement in speed.
Hollywood vehicle designer Harold Belker, who has conceptualized designs for films including Batman and Robin, Tron and Minority Report, was responsible for developing a theorized car for Human Ignition.
Belker has conceptualized his design with the intention of reducing the need for regular pit-stops. The airflow is designed to naturally cool the engine and a battery replaces the fuel-tank. The design features smart tyres that have different compounds depending on track conditions and the front spoilers are made of a memory flex composite to change the physical shape of the car.
Lotus F1® Team driver Romain Grosjean turned his hand from driver to movie star to feature in the project. He believes that regardless of technical innovations and design break-throughs a “quick car, will be beautiful.”
“Being part of a film such as this has been great fun,” says Grosjean. “Humans need to remain at the heart of Formula One®, and the real answer for the future of the sport is where technology meets people. The fans love the unpredictability of a human driver, I don’t think that will change, we need to look to a future where technology can truly enhance the performance of drivers.”
In partnership with Lotus F1® Team, burn has enlisted some of the foremost thinkers in design, technology and motorsport to contribute to the future vision of Formula One®, with interviews from former world champion Mario Andretti, Lotus F1® Team Race Team Manager Paul Seaby and creative studio Marshmallow Laser Feast that works in the intersection of art and technology.
Director Bryan Gregg commented: “We wanted to create a story that took some of the most creative minds in the fields of design and conceptualization, and have them apply their thinking to F1® to create a portrayal of the sport which hasn’t been seen before.”
Prinz M. Pinakatt, Global Director Sports & Entertainment Marketing, The Coca‑Cola Company said, “Human Ignition is the result of more than a year’s hard work from some of the most creative individuals in both film making and motorsport. The vision of F1® presented in this film is both revolutionary and explosive, presenting a potential future reality that we are sure will excite both F1® professionals and motorsport fans.”
BURN® energy drink is a category leader in the global energy drink explosion. The red formula is a symbol of active fire that provides drinkers with the energy needed to leave their original vision on the world. Dismantling category norms, consumers embody a live-out-loud mentality, without fear of boundaries created by society. BURN is a brand of The Coca‑Cola Company. BURN is available in over 80 countries worldwide.
The Coca‑Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca‑Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 17 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca‑Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit www.coca-colacompany.com/, follow us on Twitter at www.twitter.com/CocaColaCo or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company/.