Transforming Formula One coverage with Camera to Cloud

Formula One is one of the most watched events in the sporting calendar, attracting hundreds of thousands of racing enthusiasts from around the world. This year was no exception, with fans converging to witness legends such as Max Verstappen and Lewis Hamilton compete at some of the world’s most prestigious tracks. This weekend, the F1 roadshow moved to Las Vegas, the first of three remaining races that will decide the season’s champion.

For those unable to attend the events in person, creative teams work tirelessly behind the scenes to bring the unmissable action directly to social media. In this high-stakes environment, timely content delivery is key to reaching a large number of followers.

Creative agency Updraft Digital partnered with the Circuit of the Americas’ marketing team to produce captivating on-site edits that conveyed the thrill of the US Grand Prix to their social media followers. “While the cars on the track are the centerpiece of excitement, our priority is the fan experience. We focus on capturing the heartfelt emotions of the drivers’ most devoted fans,” says Kolton Rogers, founder of Updraft Digital.

Equipped with Sony FX6 cameras, Rogers’ team is strategically positioned around the 3.8-mile track, capturing close-up shots of drivers, showcasing exclusive areas like VIP clubs and luxury suites, and documenting behind-the-scenes moments from unique angles. “Our goal is to bring viewers close to the action, offering an insider’s perspective they wouldn’t normally experience.”

Faced with the demands of a fast-paced environment, Rogers looked to transform their workflow with a more efficient editing process. “At an event as large and dynamic as a Formula One race, delivering footage to our editors throughout the day can be logistically challenging. Our camera operators often navigate through dense crowds on foot, making traditional handoffs time-consuming,” he explains.

To overcome this, Rogers leveraged Atomos’ innovative Camera to Cloud (C2C) technology. Using Atomos monitor-recorders such as the Ninja Ultra and Shogun Connect, the team could generate proxy files and upload footage directly to frame.io, where it was received by their editing van equipped with a Starlink satellite system in a matter of minutes. “This setup is a game-changer for managing data efficiently. C2C ensures that footage is immediately accessible, allowing our editor and director to begin crafting the edit as the shoot progresses. With the tight turnaround of delivering polished recap videos by the end of each day, an efficient workflow is essential, and every second saved is invaluable.”

“Camera to Cloud ensures that footage is immediately accessible, allowing our editor and director to begin crafting the edit as the shoot progresses.”