Fueled by Passion

American innovation knows no bounds, and racing, which combines technical excellence with the human endeavor, speaks to our constant need to push the limits of what’s possible. That’s why the Henry Ford Museum of American Innovation has gathered one of the finest collections of innovative, powerful, record-setting race cars and automotive artifacts in the world.

Building on this unparalleled collection, The Henry Ford’s newest exhibition, Driven to Win: Racing in America presented by General Motors, gives guests a visceral sense of just how thrilling it is to “go faster and push the limits of racing.” BRC partnered with The Henry Ford to help bring its incredible collection to life through emotional storytelling, and to get guests excited about “the lives of those who invented their way into the winner’s circle and often changed the world in the process.”

The result: 'Fueled by Passion', an exhilarating, immersive experience at the heart of the new exhibition. The 15-minute sensory-filled experience shares the stories of five different and diverse race teams as they prepare for some of the world’s most important racing events. The challenge for BRC was to re-imagine just how thrilling a museum-style show could be. The goal was to capture the excitement of racing while telling an incredible story of the smart, innovative, and passionate people who give their lives to the sport.

In addition to creating the film itself, BRC designed the one-of-a-kind multi-sensory theater in which the multi-media experience is shown. The creative team wanted guests to feel what it was like inside the helmet of a driver: to hear what they hear, see what they see, and experience the sensory overload that comes from pushing the limits of speed and precision agility. To create this effect, the team invented a multi-channel audio system and created new, acoustically transparent screens. There are also 78 individually tuned speakers at the heads of every guest, so they could hear it all: from the roar of the engine to the chatter of the pit crew.