F=ma, the motorsports and automotive platform that owns RACER, GRIDLIFE and The ID Agency, announced that Hoonigan co-founder and Gymkhana Film Director Brian Scotto has joined its executive team. Scotto’s production company, 321 Action Action, becomes F=ma’s dedicated creative production studio as part of the move.

321 Action Action will keep operating under its own brand and continue serving its existing clients, while also supporting storytelling initiatives across RACER, GRIDLIFE, The ID Agency and F=ma’s commercial partners. Scotto joins the F=ma executive team but remains Chief Executive Officer and Chief Creative Officer of 321 Action Action.

“For decades Brian has been one of the defining creative forces behind modern automotive culture,” said James Schiefer, Chief Executive Officer of F=ma. “He has an unmatched ability to recognize where culture is headed, build authentic communities around it, and tell stories that resonate far beyond traditional motorsports audiences. Bringing Brian and 321 into the F=ma family allows us to pair the industry’s strongest media, events and marketing platform with one of its most respected creative storytellers.”

Scotto has spent more than two decades in automotive media. He served as editor-in-chief of multiple enthusiast publications before age 25, launched 0-60 Magazine, and later co-founded Hoonigan with Ken Block, where the pair created the Gymkhana driving film franchise. His work has drawn Emmy recognition, a One Show Gold Pencil, and Telly Awards, along with coverage in Fast Company, AdAge, and Hypebeast. 321 Action Action won three Gold and two Silver Telly Awards over the past year, and Scotto’s work has generated more than a billion views combined.

“Car culture is once again merging with mainstream pop culture,” Scotto said in the announcement. “Motorsport, automotive tuning, vintage cars are all now intertwined with fashion, music and have even become a device that other non-endemic brands use as a part of their visual identity.”

The hire follows roughly six months in which F=ma has assembled RACER, GRIDLIFE and The ID Agency under one structure, and Scotto’s addition brings a fourth, dedicated production arm into that group. In an interview with RACER, Scotto described his decision partly as a response to how YouTube’s recommendation system has changed since his Hoonigan years, rewarding a narrower range of formats than when the platform was new. “You can’t just be a filmmaker on YouTube,” he said. “You have to be a YouTuber on YouTube.” He said the arrangement with F=ma would let him work with creators who keep posting to YouTube, Instagram, TikTok and Twitch as usual, while also building projects that would not work within those platforms’ algorithms.

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