WORKING FOR RACING’S FUTURE WITH RMG

J11 were lucky to have been recommended by a previous client to Box to Box Marketing, where we were invited by them to pitch for a project involving Racecourse Media Group (RMG) and their spokesperson, Champion ex-jockey, Ruby Walsh.

RMG are a media right business responsible for the commercialisation of media and data rights from a load of UK and Irish racecourses such as Cheltenham, Aintree, Newmarket and Punchestown. They wanted to make a film that reminds racing stakeholders why they are good for the sport. Racing the sport is not easy, there’s been a lack of investment, aging audiences, costs of upkeep have risen, gambling taxes on the horizon… but RMG are actually something that works really well for racing the sport.

The brief was for Ruby to follow a timeline of events using a wall of screens in the background. These screens would showcase numerous racecourses up and down the country, some flat, some jumps, also showing fans and crowd supporters to help describe the impact RMG has across the industry - their heart and soul.

We opted for a Virtual Production, shooting Ruby in studio using green screen. We crewed with a combination of in house talent and outsourced crew - but kept this minimal to aid budget. 

We teamed up with VFX specialists to aid shoot production and to create all screens and background details in Unreal Engine. The final output was just shy of 2 minutes and is currently out on RMG’s online channels. There are plans to air this on Racing TV which is watched by c.50k consumers and c.11k pubs and clubs. It will also be played across UK and Irish racecourses on digital screens - big and small.

It was a pleasure meeting and working with Ruby and the RMG team - and the outcome has been positively received!