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Proudly Doing Our Bit
Proudly Doing Our Bit

Formula 1 – NEEEUM

The challenge

Launch Formula 1’s 2019 season.

What we did

To mark the start of Formula 1’s new season, we teamed the sports brand up with Grammy Award-winning duo the Chemical Brothers for a unique collaboration.

F1 tasked the Chemical Brothers, famous the world over for pushing machines and technology to their limits via their music, to transform a brand-new track into the iconic sound of an F1 car roaring past at high speed.

‘We’ve Got To Try’, from the forthcoming new album ‘No Geography’, was broken down, re-engineered and accelerated to 15,000 beats per minute (BPM) to reflect the 15,000 revs per minute (RPM) that today’s hyper-complex F1 cars are capable of reaching.

‘WGTT15000BPM F1 NEEEUM MIX’ is the result of that experiment and amounts to the fastest remix of all time — an appropriate claim for F1, the pinnacle of motorsport.


At three seconds long, NEEEUM is the new global sonic identity for F1 and ‘We’ve Got To Try’ is the sound of the F1 2019 season.

March 8 saw the release of the full ‘We’ve Got To Try’ track and it’s accompanying, F1-inspired, music video which tells a tale of heroic canine ‘Girl the Dog’ and her mission to complete the impossible, directed by Ninian Doff and produced by Pulse Films.

Finally, a season launch film, featuring the Chemical Brothers track, made its debut on March 11, to hype fans for the first 2019 Grand Prix in Melbourne.


The effects

The collaboration was covered globally by more than 70 publications including Hypebeast, Billboard, NME, Adweek, Rolling Stone and ESPN. The music video generated more than 1.7million organic views within three weeks of release.

  • Formula 1 x Chemical Brothers: WGTT15000BPM F1 NEEEUM MIX

  • Formula 1 2019 Season Launch Film

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