03 — Automotive / 2023
Velocity
Client
Mercedes-AMG
Director
James Laurent
DOP
Marcus Cole
Duration
1:32
Location
Nürburgring, DE
— Overview
A cinematic celebration of engineering as art. The AMG GT63 S filmed at the Nürburgring across three different weather conditions to capture the full emotional range of driving.
The Challenge
Mercedes-AMG wanted to move beyond spec-driven automotive advertising into genuine cinema. Budget was premium but expectations were SOTD-level.
The Approach
We treated the car as a character, not a product. The script was built around three emotional acts: anticipation, release, and reflection. Weather was used as a dramatic device.
The Outcome
5.7M views across platforms. British Arrows Silver. Selected as a top 10 automotive campaign of 2023 by Campaign magazine.
— Production Stills
