The challenge
Having produced the car launches for the Mercedes AMG Petronas Formula One Team since 2021, we wanted to take a new approach for 2023, focusing more on the team ethic and production values of the show itself.
The key messaging around the W14 Launch was focused on what it means to be part of the Mercedes AMG team.
Featuring Lewis Hamilton, George Russell, Mick Schumacher and Toto Wolff, we were able to deliver a slick launch for the third year in succession.
What we did
We worked collaboratively with Mercedes to ensure that their key message was embedded into every element of the launch.
We created a special preview for the viewers leading up to the stream, enabling the audience to feel part of the team by giving them a ‘behind the scenes’ preview before the show started – successfully created a buzz online. We then transitioned into a relaxed conversation before the eagerly anticipated reveal of the car.