Cars dream of vacation in Sid Lee's new spot for the launch of Ubisoft's Motorfest

For the release of The Crew Motorfest, the third iteration of The Crew game series, its global action-driving game franchise, Ubisoft turned to Sid Lee Paris to create a campaign that would catch the eye of gamers, car lovers and anyone missing the thrill of driving the world over.

Do you remember the feeling that overcomes you as you switch gears? The thrill of acceleration? The feel of the engine’s power going its maximum? Today, with more regulations than ever before and the rise of autonomous cars, the thrill of driving is at risk of gradually disappearing from our daily lives.

However, in The Crew Motorfest, you get to live the ultimate driving experience: explore freely the Hawaiian island of O’ahu, a new paradisiac playground marking the first time the franchise ventures beyond mainland North America; celebrate all of car culture with Playlists, exclusive prototypes; and enjoy an ever-changing program of activities within the festival. 

Sid Lee Paris presents “Life is Better at Motorfest”, an 80-second film that ironically illustrates what all cars dream of. The Crew Motorfest doesn’t just feature more than 600 vehicles, including hundreds of dream cars, it’s a game that brings to life the dream of any car - being able to drive without limits, never stuck in traffic, just enjoying the open road and vibrant sensations.

Opening onto three beautiful cars stuck in a traffic jam – a Lamborghini Huracàn Tecnica, a Porsche Taycan Turbo S and the latest Nissan Z – we see the itch to escape from their perspective. Motionless, they spot a billboard advertising the Motorfest, the festival giving its name to the game, and they suddenly start to dream.

Thus, in a universe of beautiful roads and where a waterfall becomes the perfect car wash, they picture themselves getting waxed under the sun before getting together around campfire.

Set to “The Sweet Escape” by Gwen Stefani featuring Akon, the live-action film was shot in Miami and edited using VFX to showcase the game’s vibrant colours and dreamy vibes.