Rousseau said, "Man is born free, but everywhere he lives in chains". Need For Speed says, "Fuck the chains, let's get off the hook". The voice on the spot is rebel célèbre, Peter Fonda, in the seminal film, Wild Angels. And the track is an orchestra piano remix of Gangster's Paradise with backing by the Prague Philharmonic Orchestra. The social posters feature underground street racers, Ken Block, Magnus Walker, Morohoshi San, and Akira Nakai. I directed the launch trailer in collaboration with EA studio. 
I'm specially fond of this project as it was my first directing experience, shot by shot masterfully orchestrated and captured in close collaboration with game engine specialists at the EA studios in Cologne. 
Below the behind the scenes of how the Prague Orchestra covers Coolio's Gangsters Paradise, 
To support the launch we created a series of key visuals celebrating each hero driver  that introduced their unique driving style and attitude towards the culture. These where used in various media formats, specially in new media.