Mercedes
x
lewis hamilton
MERCEDES AMG F1 (2019)
This was a promotional video for Mercedes AMG F1 team, celebrating Lewis Hamilton (a 6 time world champion then), as well as promoting Formula 1 as a whole. This was in line with the recent purchase of the franchise by Liberty Media and the efforts to push the sport in America.
My role in this project is editor and motion graphics designer.
This is one of my favourite projects as I’m a Formula 1 fan myself. In the beginning it was planned to be a longer video featuring more comical bits, the idea being to showcase the “unseen” side of F1, to mostly American viewers who are unfamiliar with the sport.
The first cut was as much about celebrating Hamilton and Mercedes, as it was to show F1 outside of the races. However I felt it wasn’t on brand with Mercedes, as it showed a few shots that are interesting for the viewer but not necessarily showing the team’s successes.
On the other hand, there was a really cool Red Bull shot in Monaco that I didn’t keep as it perhaps highlighted a bit too much Mercedes dominance over another F1 franchise team.
There was also concern about showing a certain controversial prime minister.
Here’s a version where there was more emphasis on the “old vs new”, the heritage of Mercedes and the technological prowess of current modern F1.
The intro became a homage to Mercedes’ past, with shots featuring the famous emblem, ending with the F1 nose.
I felt it was a nice touch to add the red “arrow” in memory of Niki Lauda who passed away last year.