OLIVER NOWLAN
Creative Direction & Design
MERCEDES-AMG GT63 4-DOOR HYBRID
A NEW KIND OF POWER
The big launch for Mercedes-AMG in 2021. A new power for a new breed with game-changing hybrid technology. Our brief was to launch the new GT63 4-Door Hybrid to the world and show that while they may be late to the hybrid game it didn’t mean that AMG weren’t thinking about how to take it to the next level.
This campaign was the culmination of a the successful pitch we won to bring Mercedes-AMG in as a client. ‘Everything But Quiet” was a creative platform we sold to them and through two years of creative development and production we launched it as their umbrella EV campaign platform.
WELCOME TO THE WORLD OF WILL.I.AMG
In 2021 Will.I.Am was brought in as an ambassador of AMG and they wanted to use him as our hero talent for this campaign launch. We developed a script that played on the duality of the cars hybrid power and the multi-hyphenate nature of Will.I.Am the musician, creative and tech entrepreneur. Knowing that it would be Will reading our script we looked to harness his speech and tone and create something that nods to both the car and his life.
Will was super excited about the campaign and wanted to write an original track to go with the campaign launch. With this in mind we developed a look and feel and set that blurred the lines between car ad and music video, showcasing this car in a world of its own.
CAMPAIGN ROLLOUT
This was a secret launch, with the car kept under wraps until our hero 60” went live. We also had to keep secret that Will was the new brand ambassador for AMG. Taking this into account we created a tease phase to the campaign that brought intrigue to what was about to land.
EVERYTHING BUT QUIET
Our hero film to launch the Mercedes-AMG GT63 4-Door Hybrid. Unplugged and ready to roar, it's everything but quiet.
We created a suite of assets that supported the hero film and went into more granular detail about why this car flips the narrative on what a hybrid is.
WILL.I.AM X LEWIS HAMILTON
To extend the campaign we shot an interview between Will and another ambassador of AMG, Lewis Hamilton. Due to Covid and scheduling we had to shoot both individually so we came up with a Behind The Scenes treatment that gave the impression both were on the same shoot.
We intercut the film with more BTS footage from the shoot while adding texture and kinetic typography to give it an editorial feel.