With the new film “A Tribute to the Scuderia Ferrari HP Pit Crew,” Chivas Regal shines a spotlight on Formula 1’s unsung heroes – the pit crew. Rather than a documentary approach, the crew is presented as a choreographed dance. Written by George the Poet and narrated by Lewis Hamilton and Charles Leclerc, the film celebrates the precision and teamwork behind every race victory.
The film challenges traditional sports marketing conventions, placing the pit crew at the center to showcase what true excellence looks like. Choreographed by Sadeck Berrabah and directed by Daniel Sannwald, it transforms a pit stop into a visual spectacle. Subtle brand elements – from whisky liquid shots to the logo integrated into the wheel – reinforce Chivas Regal’s premium positioning. The film was shot at the Scuderia Ferrari headquarters in Maranello.
"True greatness is driven by the hands of many. This campaign embodies our I Rise We Rise ethos and focuses on the people who build together and set the team up for greatness behind the scenes," says Nick Blacknell, Global Marketing Director at Chivas Regal. "The Scuderia Ferrari HP team shares our tenacious mindset and belief that success is built on teamwork – and that’s what makes our partnership so powerful."
Oyin Akiniyi, Chivas Regal's Global Brand Director zu GoSee: "From the start, we wanted to challenge the conventions of sports marketing and do something that felt truly meaningful. Elevating the pit crew from a functional role to an artistic centrepiece was a bold creative decision, and it speaks directly to our belief that excellence is never a solo act. The film is a cinematic tribute to mastery. Every choreographed movement, every visual detail, from the liquid shots that echo our whisky’s richness to the logo embedded in the wheel, was designed to reflect the craft and precision that defines Chivas Regal. Working with George the Poet, Daniel Sannwald and Sadeck Berrabah allowed us to bring that vision to life in a way that felt premium and modern, showing the importance of teamwork."
The tribute premiered at the Italian Grand Prix in Monza, emphasizing the values shared by Chivas Regal and Scuderia Ferrari HP: passion, determination, and collective ambition.
"Formula 1 is a team sport in every sense, and our results come from the dedication of everyone at Scuderia Ferrari HP. It’s great to have a partner like Chivas Regal, who highlights this collective spirit and recognises the incredible work done away from the spotlight," adds team principal Fred Vasseur.