F1, Brad Pitt, and a Console: A Collision Course That Moved Fast

It began like a storm gathering on the horizon—silent but unstoppable.
When F1: The Movie broke cover with Brad Pitt behind the wheel and Ed Sheeran in the soundtrack seat, it brought more than a film. It brought strategy. A layered narrative that raced across cinema, gaming, and music in one sweeping arc. And with it, F1 25 entered the grid not as a standalone release, but as part of a new media universe.

The trailer skipped hesitation—it sped in.

Visually, it paired the fury of real racetracks with the polish of cinema. A fictional team, APXGP, introduced characters Sonny Hayes and Joshua Pearce, set against the intensity of the F1 world. This wasn’t mere storytelling; it delivered immersive branding at full throttle.

Ed Sheeran’s unreleased track “Drive” played like an engine humming in the background, timed perfectly with every turn, every glare, every moment of pressure. And while the film pulsed with Hollywood heat, F1 25 gave fans the wheel.

The crossover held more than symbolism. It translated into gameplay. Fans could jump into the APXGP car and rewrite the story on circuits like Monza, Silverstone, and Spa. What looked like entertainment turned into participation. What sounded like a song became an anthem.

This campaign served as a reminder: momentum is stronger when platforms unite.
Cinema offered depth, gaming delivered agency, and music added emotion. Brands spoke less, created more. The voice wasn’t in logos, but in storylines and soundtracks. And when the audience became part of the product, engagement reached a new high record.

Brad Pitt raced into F1. EA Sports reimagined gameplay. Ed Sheeran scored the soul. Together, they shared more than a release—they built a strategy. The campaign moved beyond promotion and stepped into presence.
One project. Three industries. Infinite reach.