Mercedes AMG Legacy

Creative art direction development on this project and across entire Mercedes AMG account. 

Born on the race track, AMG already had a strong reputation for a thrilling drive. Always breaking barriers, they wanted to excite a new generation of hedonistic trendsetters. Bringing the brand an even punchier attitude we dared our audience to get involved with #AreYouAMGReady?

Focusing on how four iconic AMG vehicles offer the key to freedom and rebellion we created films that were universally loved by the gearhead press - even with an electric. The work smashed benchmarks with x2 view-through rates, positive audience interest and growth in female user registrations laying the groundwork for changing the performance luxury game.