PRODUCT CAMPAIGN FOR THE MERCEDES-AMG GT 63
SO AMG
SO AMG
Role: Art direction, social media concept
Agency: team x
Client: Mercedes-AMG
Photographer: JR Ross
Videographers: Jan Fischer, Joshua Strauss
Agency: team x
Client: Mercedes-AMG
Photographer: JR Ross
Videographers: Jan Fischer, Joshua Strauss
What it is
A social-first launch campaign for the Mercedes-AMG GT under AMG’s latest brand platform “SO AMG”.
The idea
Use the brand’s F1 team including Lewis Hamilton across the social campaign to position the GT as the purest expression of “SO AMG”.
My part
Co-led the social campaign, building narrative-driven creative content at scale, and helping produce ~ 200 digital assets across platforms.
Why it matters
Turned a launch moment into a lasting brand language. “SO AMG” evolved from a tagline into a cultural shorthand for the entire AMG lineup.
A social-first launch campaign for the Mercedes-AMG GT under AMG’s latest brand platform “SO AMG”.
The idea
Use the brand’s F1 team including Lewis Hamilton across the social campaign to position the GT as the purest expression of “SO AMG”.
My part
Co-led the social campaign, building narrative-driven creative content at scale, and helping produce ~ 200 digital assets across platforms.
Why it matters
Turned a launch moment into a lasting brand language. “SO AMG” evolved from a tagline into a cultural shorthand for the entire AMG lineup.
Videos: [click to play]
Selection of stills and social media content:
Social campaign for the 2024 range (in addition to the launch vehicle) featuring the Mercedes-AMG PETRONAS Formula 1 team:
A. LANGE & SÖHNE ->