Iris London

ABOUT

For Season 5, Formula E introduced its fastest and most powerful model – the Gen 2 car.

Boasting an improved battery, now lasting the whole race, the need for regulatory pitstops prevalent in previous seasons had been removed. So we brought a team of creatives and innovators from Iris together with a multi-disciplinary team from Formula E to conceptualise ways to enhance the racing experience and create real jeopardy.

To add an extra layer of drama to the races we developed ‘Attack Mode’ – a Super Mario Kart inspired power up system. The driver simply arms Attack Mode with the press of a button and then drives over the three timing sensors to unlock an extra 25kw of power. If they miss the sensor, they miss out. Get it right and Attack Mode is active for a limited period of time during the race.

To maximise the unpredictability, the number, duration and minimum amount of times drivers can arm Attack Mode is announced by the FIA just one hour before the race.
Touted as being as significant as the introduction of the 3-pointer in basketball, Attack Mode is a hit with the drivers, the media and most importantly the crowd.

As of Season 5 Attack Mode is now a part of Formula E races.

MADEIT CREDITS

  • Bill AdcockCreative
  • David CaygillExecutive Creative Director
  • Fran DerryHead of Experiential
  • Matt GullyAccount Team
  • Matt RiberioCreative Director
  • Rich EdwardsPlanning Director
  • Rob LeeksCreative
  • * Creative CircleAwards Body
  • * Iris
  • * Grant HunterExecutive Creative Director
  • * Henry ScotlandCreative Director
  • * Chloe AldridgeProduction Director
Annual 2020 BronzeAttack ModeWave Annual 2020 People's ChoiceAttack ModeWave Project featured: on 26th June 2019 Contributor:

Iris has been a Contributor since 19th January 2017.

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Attack Mode

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