Since becoming Principal Partner of Williams Racing in February 2024, Komatsu has made its mark with a standout first year of bold and creative activations. rEvolution has been there at every turn, driving impactful moments—including an animated video that brilliantly highlights the shared precision and innovation of the Komatsu HB365LC-3 excavator and the Williams Racing FW46.
To many, the link between a 37,000kg excavator and a Formula 1 car capable of hitting over 220mph doesn’t initially seem apparent. That’s why rEvolution developed a video to bridge the gap, showcasing the shared technological precision, innovation, and engineering excellence that unite these two powerful machines in surprising ways.
Being unable to showcase the Williams Racing FW46 Formula 1 car and the Komatsu HB365LC-3 excavator side by side in real life, rEvolution brought them together in the animated world. With striking visuals and insights into the cutting-edge technology, the result is an engaging video that highlights the surprising parallels between two seemingly different machines.
To add authenticity and resonate with F1 fans, rEvolution secured voiceover narration from Williams Racing’s Team Principal, James Vowles. The final flourish – a compelling closing scene where the Komatsu HB365LC-3 transforms from its signature yellow into Williams Racing’s iconic blue—a tribute to the real-life Komatsu machines proudly wearing the Blue Machines livery throughout the 2024 season.
“The original concept was very interesting, but one that would challenge us in new and intriguing ways,” said Ben Dixon, Senior Art Director at rEvolution. “From the initial idea through to the storyboard, the script, the voiceover and the animation, there were many variables to take into account along the way. However, the end product is one that we’re all really proud of, and ultimately, we believe achieves its objective of linking more closely Komatsu’s excavators and the Williams Racing race car.”
”One of the many great aspects of the Komatsu-Williams Racing partnership, is the close of alignment of our values, especially as it relates to developing our people and technological innovation,” said Todd Connolly, Vice President, Global Brand Transformation at Komatsu. “rEvolution has been able to encapsulate the essence of this partnership, and via this particular animation have distilled a complex technical subject into a visually engaging, informative video, helping to amplify our message across all of our stakeholder groups.”
You can watch the full video below.
