F=ma, based in Irvine, California, has added filmmaker, creative executive, Gymkhana Film Director and Hoonigan co-founder Brian Scotto and his production company, 321 Action Action.

321 Action Action will continue operating under its own brand while serving as F=ma's creative production studio, supporting projects across RACER, GRIDLIFE, The ID Agency and commercial partners. Scotto also joins the F=ma Executive Team while remaining CEO 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, CEO 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 founded 321 Action Action after his tenure as co-founder and Chief Creative Officer of Hoonigan Industries. The company develops films, branded entertainment, documentaries and original series focused on automotive culture. According to the company, 321 Action Action earned three Gold and two Silver Telly Awards for its work in the past year, while Scotto's work has generated more than 1 billion views. The company will continue serving existing clients while taking on projects across F=ma's portfolio.

"Car culture is once again merging with mainstream pop culture," said Scotto. "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.

"This recent shift opens up a vastly larger opportunity for storytelling in our space. YouTube provided an amazing home and proving ground for many creators and unknown talent, but automotive enthusiasts are ready for larger-scale documentaries, premium television shows, feature films and experiences that celebrate this culture in authentic ways. F=ma gives us the infrastructure, talent and distribution to create those stories while helping partners, brands and media platforms connect with enthusiasts through entertainment first."

Scotto has more than two decades of experience in automotive media. Before co-founding Hoonigan with Ken Block, he served as editor-in-chief of several enthusiast publications and later launched 0–60 Magazine. As co-creator and producer of the Gymkhana franchise, Scotto helped develop the series' production and storytelling approach. His work has received Emmy recognition, One Show Gold Pencil honors and Telly Awards, according to the company.

Within F=ma, 321 Action Action will develop original intellectual property, branded content, creator-led programming, documentaries, television projects and cinematic productions while supporting projects across RACER and the broader F=ma portfolio.

For more information, visit fmagroup.llc.