Mercedes-AMG, has always been known for their iconic petrol engines, but they were moving into the hybrid era and opened a pitch to find the right story.
My brand platform, "Everything but Quiet," won it, reframing what a hybrid AMG could be for petrol purists.
Launching with the GT 63 S E Performance, the campaign featured will.i.am, an AMG mega-fan and tech pioneer, driving home the idea: it's still everything. And quiet? Not really.
Role: Creative
Agency: Rankin Creative
Below an extract of the creative pitch and presentation, showing a bit of the thinking process.