Fuel Your Imagination

20something brings GRID Legends to life for EA Codemasters

The new campaign clebrates the launch of the fifth instalment of the GRID Legends series with ad featuring BAFTA winning Sex Education star Ncuti Gatwa

Georgie Moreton

Assistant Editor, BITE

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The gaming industry is growing rapidly yet for some audiences box-set-bingeing and nights in with Netflix might feel more familiar. This is the audience that 20something was tasked to reach in the latest campaign for EA Codemasters, celebrating the launch of the latest installment of the GRID legend series.

The fifth installment in the GRID series has been much anticipated, following the ‘Best Racing Game’ win at gamescon in 2019. The new game comes with an exciting new twist; story mode which means that the game captures the excitement of both binge-watching and the first-hand immersive playing experience.


To celebrate the unique aspect of the game, 20something decided to call upon BAFTA winning Sex Education star Ncuti Gatwa to develop a narrative within the film that dramatises the concept of ‘the racing driver’ and his character’s off-track passions which in this case include music and dancing

While the film starts off atmospherically, with a voice over from Ncuti, the mood switches when he drops some Afrobeats in his race car. The eye catching vehicle is one of only 12 Tushek TS 900 Racer Pros in existence and was hand-delivered from Slovenia by the Tushek team for this shoot. With Ncuti, the team landed on a track from afrowave duo Team Salut, ‘Drive n Motion’ became the soundtrack for the light-hearted rug-pull that rounds off the film.

The inclusion of real actors recognisable for a young, Netflix audience and live-action cutscenes attempt to bring an element of fly-on-the-wall documentary to the game, capturing every moment on-and-off the track. In a world where borders between real-life and the digital continue to meld, the incorporation of a player-meets-viewer experience aims to mirror this in game.

“After nearly two years of limited social activities, people have spent a lot longer in front of their TVs with comedy series like Sex Education, and characters like Eric Effiong, providing some light relief from the working-from-home-socialising-from-home hamster wheel. Ncuti’s starring role in the latest GRID Legends game, with its access-all-areas storyline and larger-than-life dramas, will be a great draw for this new audience, offering them an alternative to a Netflix binge but with all the highs and lows they’d expect from one.” explained Hannah Jones-Walters, Business Director at 20something.

While the film starts off atmospherically, with a voice over from Ncuti himself, the pretense is soon punctured when he drops some Afrobeats in his race car - one of only 12 Tushek TS 900 Racer Pros in existence, hand-delivered from Slovenia by the Tushek team for this shoot. With Ncuti, the team landed on a track from afrowave duo Team Salut. ‘Drive n Motion’ became the soundtrack for the light-hearted rug-pull that rounds off the film.

"Having worked previously with 20something and Kode, we knew they would take our brief and deliver something unique, fun and completely unexpected.£ added Shaun White, Director Integrated Communications, Codemasters at Electronic Arts, “We wanted something fresh that kept the viewer guessing, and the team went way beyond our expectations and challenged our initial thinking. We are incredibly proud of the trailer, and we can’t wait to see the reaction from Ncuti’s legion of fans and our passionate players.”

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