Mercedes - AMG

AMG Uncovered: Shai Gilgeous-Alexander presents his G 63

THE PROBLEM

Mercedes-AMG has always had a loyal following among car enthusiasts thanks to its history of high performance and loud engines. But future-proofing the brand meant broadening its appeal beyond that.

So how could we build on its performance luxury brand credentials – and capture a new, younger audience without alienating the 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.