AMG / She’s Mercede’s
Full Throttle Campaign for AMG
Motorsport is one of a handful of sports where genders compete on an equal basis, where results are based solely on tactics, skill and aptitude. On what should be an even playing field, women racers see very limited opportunities to compete at a competitive level. Mercedes-AMG alongside F1 World Champion Lewis Hamilton has been leading the charge to diversify the sport and grow its traditional audience, and we saw an opportunity to contribute to this initiative from here in Canada.
Full Length Feature Documentary on TSN
The Car Knows No Different.
Alongside the campaign, a documentary was in the works that would dive deeper into the female experience in motorsport, following three up and coming drivers journey to compete professionally. That journey included racing in the Mercedes GT-4 and having the support of a full professional team behind them. The brand would have a full long format piece on national streaming platforms in the upcoming year. 2024 Jarmain Productions.
DDB Team X for Mercedes-AMG
CD: Mike Sheehan Dir: P. Jarmain Editor: J. Franklin