September 25, 2023

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Collaboration Drives “Formula One” For Salesforce, Directed by Kaboom’s Plummer/Strauss Adland®

The latest spot from Salesforce is a vibrant expression of what the global production landscape looks like, with great partnerships at its center. Produced by kaboom and Directed by Plummer/Strauss “Formula One,” stars McLaren driver and star Lando Norris, in a colorful tribute to how Salesforce can deliver customized experiences to keep your customer at the center of the experience. The project, showcasing the Salesforce + McLaren / F1 partnership, was created for global digital and broadcast in the UK, Germany and Italy. 

The majority of the spot was filmed in Mexico City, a city familiar to Plummer/Strauss and kaboom as a vital production hub. Returning to San Francisco, Justin Plummer – half of the directing P/S duo – began working with editor Tim Fender at kaboom’s edit suite while awaiting a scene being directed by Martin Strauss in the UK.  

Known for merging precision production techniques and vibrant narratives in ways that feel both highly designed and effortless, the duo used the BOLT High-Speed Camera Robot for its ability to capture motion images in crisp focus and provide dynamic transitions from scene to scene. Files of the highly choreographed Mexico city scenes were uploaded to ensure exacting specs were applied to the shoot in the UK. 

In London, Martin and the Salesforce creative team united with Bang, whose experience filming at McLaren’s Headquarters was an essential element in the race-the-clock turn around. At McLaren, Martin and the team made the most of precious time with Lando – a gracious and enthusiastic collaborator in the fan-tastic narrative – and delivered that vital scene to Plummer back in San Francisco.  

“Working closely with the Salesforce team we developed an approach that is pop-y and playful, and that puts the Salesforce and F1 partnership forward in a really fun way” adds Plummer. “The planning we put into the work together enhanced every aspect of this simultaneous and fast-paced process.” 

“This is the fifth project we have done with Salesforce and we appreciate the unique creative opportunities and deepening collaboration that comes from our work together,” comments Strauss. “Being part of a directing duo, we see production as a team sport but it is the shorthand and trust with everyone that made this possible.” 


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