Epson celebrated the iconic nightime Singapore Grand Prix by taking a fresh and exciting look at a Formula 1 car and pit stop. The ambitious plan to create what is believed to be the world’s first glow-in-the-dark pit stop combined Epson’s market leading products with the proven excellence of the reigning Formula One World Constructors’ Champions, Mercedes-AMG Petronas Motorsport, featuring three-time World Champion driver, Lewis Hamilton.
Epson began by transforming the Mercedes-AMG Petronas race car from its normal state into a glow-in-the-dark masterpiece. An Epson SureColor SC-S Series printer enabled the Mercedes-AMG Petronas Motorsport design team to transform the 2016 World Championship winning livery by printing luminous material that was wrapped around the car and glow-in-the-dark versions of the car’s iconic branding. The lights were then turned off and the crew completed the world’s first ever glow-in-the-dark pit stop. Complete with glowing overalls and equipment, the team conducted several rapid tyre changes.
The effect was enhanced by the Epson’s flagship EB-L25000U, the world’s first and brightest 3LCD laser projector with 25,000 lumens plus 4K Enhancement, which is designed for dynamic and high-impact production.
The concept was designed to encourage Formula 1 fans to look at pit stops in an entirely new light, while demonstrating the global technology leadership of both Epson and Mercedes-AMG Petronas Motorsport in a compelling manner.
To celebrate this night race, the glow-in-the-dark content was released on Epson and Mercedes-AMG Petronas channels over the Singapore GP race weekend (from September 15th to 17th).
The glow-in-the-dark pit stop is part of a series of innovative activations between Epson and Mercedes-AMG Petronas, which includes last year’s #LewisGetsInked campaign and the 2017 Lewis Hamilton F1 Ink Tank Challenge.
Ian Cameron, general manager of brand and communications at Epson said: “Our partnership with Mercedes-AMG Petronas Motorsport has always focused on working together in the joint pursuit of innovation and performance in our respective industries. The glow-in-the-dark pit stop is both pioneering and exciting. It perfectly demonstrates how adaptable and practical our products are in the most unusual and striking of environments. We are delighted with the results.”
Victoria Vowles, marketing operations director for Mercedes-AMG Petronas Motorsport said, “It is always a pleasure to work with Epson to create these innovative and forward-thinking concepts. Epson’s use of advanced technology to deliver performance is perfectly aligned to what we strive to achieve in Formula 1. Pit stops are a well established feature of the Formula 1 experience, so being able to work with Epson and their pioneering products to bring a fresh perspective to this process has been highly exciting.”