In 2020, a new chapter began in the history of the Faenza-based team. Scuderia Toro Rosso, owned by Red Bull, underwent a major transformation and became Scuderia AlphaTauri—marking one of the most significant rebrands in recent Formula 1 history. This was far more than a simple name change: the team embraced a new brand identity, a completely renewed tone of voice, and a positioning that reflected the arrival of AlphaTauri as title sponsor, Red Bull’s own premium fashion label.
Digital Lighthouse & Scuderia AlphaTauri: four years of innovation across Formula 1, fashion, and technology
From the very beginning of this transformation, Digital Lighthouse worked alongside the team, helping to shape the visual language of this new era. The first major milestone was the launch of the AT01, the first car of the AlphaTauri era, unveiled on February 14, 2020, during a spectacular event at Hangar-7 in Salzburg. For the occasion, Digital Lighthouse produced the main audiovisual content for the launch, creating an innovative video entirely based on advanced CGI techniques.
Building on the experience developed since the beginning of the collaboration in 2014, the team further refined its digital reconstruction and visual storytelling techniques. The result was a striking launch clip that supported the global unveiling of the car and helped define the image of the new Scuderia AlphaTauri: a team perceived as the most elegant and premium presence in the entire Formula 1 paddock. From that point on, Digital Lighthouse established itself as the team’s primary media partner.
2020, the production house created the majority of the team’s official audiovisual content, as well as all CGI-based clips published across the team’s social channels. Among these, the standout pieces include beauty videos dedicated to the car and its main sponsors, used during annual car presentations and at key moments in the team’s communication strategy. The creative journey reached one of its highest points in 2022 with the production of one of the most innovative launch videos in Formula 1 history.
For the presentation of the new car, the Digital & Content team of Scuderia AlphaTauri and Digital Lighthouse developed a production in which live-action filming and CGI were seamlessly integrated. The narrative explores the team’s dual identity: on one side, the fashion-driven dimension of the AlphaTauri brand; on the other, the technological and engineering core of a Formula 1 team. The clip, directed by Luca Curto, is enriched with cinematic references and visual inspirations drawn from masterpieces such as 2001: A Space Odyssey and Stargate. The project received widespread international attention and won the Race Media Awards in London, establishing itself as one of the most advanced pieces of content ever produced for a Formula 1 car launch.
Another high-profile production—also one of the most logistically complex ever undertaken for the team—was created for the launch of the AT04, the final car of the AlphaTauri era. The project involved filming across multiple countries, including Italy, Austria, Turkey, and the United States.The production culminated in spectacular outdoor footage shot in New York City, specifically in Manhattan, featuring the team’s official drivers. The result is a visual narrative that blends cinematic language, CGI, and international production.
Despite extremely tight deadlines, the project was completed in time for the car’s global launch, celebrated during New York Fashion Week in February 2023—an ideal setting aligned with the fashion-driven identity of the AlphaTauri brand. The final major milestone of this collaboration is the docufilm “Whatever it Takes – The Race Before the Races”, directed by Luca Curto and written by Diego Mandolfo.
The film traces nearly two decades of the team’s history, from 2006—the debut season of Scuderia Toro Rosso, born from Red Bull’s acquisition of Minardi F1 Team—through to 2023, the final year under the Scuderia AlphaTauri name. The documentary opens the doors of the team to fans, showcasing never-before-seen footage of the design and production processes behind the cars.
From the headquarters in Faenza, where each car takes shape, to the wind tunnel in United Kingdom where aerodynamic solutions are developed, the film explores the work that precedes every Formula 1 season. Alongside the technical dimension, the human side of the team also emerges, featuring drivers Pierre Gasly and Yuki Tsunoda, as well as key figures who have shaped the team’s history, starting with long-time Team Principal Franz Tost.
“Whatever it Takes – The Race Before the Races” achieved both critical and public success and premiered in Venice during the week of the Venice International Film Festival in September 2023.
Four years of collaboration with Scuderia AlphaTauri have represented a unique creative laboratory for Digital Lighthouse—an environment in which to experiment with new visual languages and continuously push the boundaries of audiovisual storytelling in motorsport. A journey that has brought together technology, cinema, fashion, and Formula 1, helping to narrate one of the most fascinating transformations in the modern history of the paddock.