The challenge

Following the success of the W12 production and live streams in 2021, the Mercedes AMG Petronas Motorsport Formula One Team commissioned the launch event for the 2022 Mercedes AMG Petronas W13 car.

This time the Mercedes team were to announce a new driver lineup alongside new rules and regulations and unveil a different look to their car.

The W13 launch required one internal and one private launch stream featuring drivers Lewis Hamilton, George Russell and Team Principal Toto Woolf. 

What we did

We developed an impactful, short but engaging, internal live show, viewable by only Mercedes staff – giving them the final car’s first and exclusive look. A 30-minute live-streamed show produced for the world to see followed this.

To create the necessary impact, we developed a complete lighting and laser show for the reveal moment, amplified with an engaging and impactful sound design.