Mercedes - AMG

AMG Uncovered: Shai Gilgeous-Alexander presents his G 63

THE PROBLEM

Mercedes-AMG has a loyal audience of car enthusiasts, but future-proofing required that it broaden its appeal. The challenge was to build on its Performance Luxury brand credentials to capture new, younger audiences without alienating its hardcore fans.

THE STRATEGY

To attract new engagement and deepen connections, we went beyond the established product narrative to tell the stories of the people behind the wheel.

THE OUTPUT

A short-form content series, AMG Uncovered. showcased AMG as a true luxury lifestyle brand as well as an automotive one.

The attitude-fuelled five-parter put some of the world’s biggest stars - including NBA All-Star Shai Gilgeous-Alexander and seven-time F1 world champion Lewis Hamilton - under the spotlight and in the headlights.