A new digital-first content play is set to debut in the motorsport space, as TWG Motorsports and Box to Box Films prepare to launch Crews Control, an 18-episode YouTube series hosted by actor & athlete Terry Crews, on May 5.
Produced by Box to Box Films, the company behind Formula 1: Drive to Survive, the series focuses on the cultural and human side of racing, anchored by the arrival of the Cadillac Formula 1 Team – one of the most high-profile new entrants to the FIA Formula One World Championship in 2026. The series arrives at a pivotal moment for Cadillac’s F1 programme. Backed by General Motors and TWG Motorsports, the team made its race debut in the 2026 season following a multi-year build that began in 2023.
Positioned as a premium short-form series (8-10 minutes per episode), Crews Control is designed as a digital-first property, distributed primarily via YouTube and supported by a wider social and promotional ecosystem across team and series channels. The project reflects a continued shift in how motorsport properties are engaging global audiences – particularly newer and younger fans – through platform-native storytelling.
“TWG Motorsports was built on a singular belief that motorsport has unmatched power in sport and culture, and its best stories are still waiting to be told. Crews Control brings that to life – a can’t-miss journey anchored by the Cadillac Formula 1 Team and extending across many series we compete in, told through one of entertainment’s most compelling voices,” said Dan Towriss, CEO of TWG Motorsports.
Crews Control places Cadillac’s journey at its centre, offering behind-the-scenes access to the team’s build-out across key operational hubs in Indianapolis, Charlotte and Silverstone, as well as insight into the broader racing ecosystem under TWG’s umbrella, including Andretti Global and Spire Motorsports.
While the team is still in its infancy on track, its long-term ambitions are substantial: to evolve into a front-running, championship-contending operation and become a full works team developing its own General Motors power units by the end of the decade.
Hosted by Crews – whose background spans the NFL and mainstream entertainment – the series leans heavily into cultural storytelling rather than technical analysis, a strategy aimed at broadening the sport’s appeal. Each episode follows Crews as he navigates race weekends and fan culture across key destinations including Melbourne, Miami, Las Vegas and Austin, positioning him as an entry point for US audiences engaging with Formula 1’s expanding global footprint.
“Motorsport is the biggest world most Americans have never stepped inside – and I’m about to change that,” said Terry Crews. “This isn’t just one series; it’s an entire universe. Crews Control isn’t about lap times and standings. It’s about the culture, the obsession, and the people who live and breathe it. I’m bringing America into a world that’s faster, louder, and more alive than they ever imagined.”
According to Paul Martin, CEO of Box to Box Films, the format is built around personality-driven access: “Collaborating with Terry on Crews Control allowed us to build a series around his irresistible curiosity and commanding presence. He doesn’t simply observe racing – he connects deeply with engineers, drivers and fans, uncovering the human stories at the heart of the Cadillac Formula 1 Team and TWG Motorsports. The result is cinematic and precise, grounded in real emotion, and unmistakably Terry: funny, earnest and relentlessly curious.”
Beyond YouTube, the series will be supported by a coordinated digital rollout across the Cadillac Formula 1 Team’s social channels and those of its racing partners, with teasers, behind-the-scenes content and promotional clips designed to extend reach and drive engagement between episodes.
