How e& Fuels the Ultimate F1 Ad with Etihad Airways

The Ultimate F1 Ad for e& x Etihad Airways brings speed and innovation to life with a thrilling visual experience. Few events in the world match the thrill, speed, and spectacle of a Formula 1 Grand Prix. When e& and Etihad Airways approached us to craft a high-energy commercial for the Abu Dhabi F1 Grand Prix, the goal was clear: capture the exhilarating speed of both the race and e&’s cutting-edge connectivity.

This project, conceptualized by Saatchi & Saatchi and produced by Let’s Vibe, was a perfect blend of action-packed visuals, humor, and storytelling. As the director and creative of the storyline, my vision was to ensure that the film mirrored the high-speed world of F1, where every millisecond counts.

A High-Speed Connection for a High-Speed Event and What Makes the Ultimate F1 Ad Stand Out?

At the core of this commercial is a humorous and dynamic narrative showcasing how e&’s network ensures an uninterrupted, immersive F1 experience. The story takes us across the Emirates, where users stay seamlessly connected to the race, mirroring the precision, speed, and performance of Formula 1 itself.

The challenge was engaging in visualizing speed and connectivity. This required a mix of cinematic storytelling, dynamic transitions, and high-energy sequences, all tied together with stunning cinematography by Tom Weir and a sharp edit by Sagheer Ahmed Saghar.

The Role of AI in High-End Filmmaking

To push the visual storytelling further, we utilized AI Render Pro, my personal AI-powered tool that refines creative workflows. AI Render Pro played a crucial role in:
✅ Generating high-quality concept visuals to fine-tune the look & feel
✅ Exploring different style frames & compositions before production
✅ Enhancing presentation materials for agency and client approval

This workflow ensured maximum efficiency and creative precision, allowing us to pre-visualize key shots before stepping onto the set.

A Collaboration of Top-Tier Talent

This film wouldn’t have been possible without the incredible team behind it:

Cinematography: Tom Weir
Stylist: Marianne Tawk
Executive Producer: Ashish Varghese
Producer: Ashwin
Production Manager: Gauthami Katwe

From high-speed drone shots to meticulously timed action sequences, every element was designed to immerse viewers into the high-stakes, adrenaline-fueled world of F1.

The Final Result

The director’s cut delivers an exciting, cinematic journey—perfectly capturing the spirit of Formula 1 and e&’s ultra-fast network. This campaign was showcased across multiple platforms, bringing the excitement of the Abu Dhabi Grand Prix straight to audiences worldwide. This collaboration showcases the power of branding in an Ultimate F1 Ad setting. You can discover more things on my website recently updated!

Check out the final video here:

And here is few stills of the commercial: