Mercedes-AMG F1
Paddock Activation
For a three-day trackside event, we crafted the Mercedes-AMG F1 activation for paddock screens and VIP spaces, an immersive brand environment designed to energise, inform and connect. More than a backdrop, this serves as a dynamic portal into the world of F1.
Our creative approach elevated the new brand identity through hexagon-inspired textures, fluid transitions for driver numbers, and a responsive visual system designed for agility. Content for the brand, partners, and live race moments was delivered seamlessly across three distinct modes: Low Power, Team Brand, and Results. Race-specific moments were integrated throughout, anchored by signature brand elements, most notably, the iconic garage door.
Low power mode
Low Power Mode embraced the new black-on-black aesthetic: subtle, refined, and bold. Seamless light transitions played across a mix of gloss and matte finishes, with rotational lighting and mirrored reflections adding depth and precision to the visuals.
Team brand mode
Ultra Teal marked the shift to live action. Sharp directional light flows and electric teal tones brought pace and clarity. Flat colour panels punctuated edits, building a layered, high-energy visual system with a distinctly Mercedes edge.
Results Mode
White intensity framed post-race achievements. From podiums to pole positions, this mode dialled up brightness and celebration. Dynamic hexagon grids, gloss-on-matte interplay, and vibrant accents created a rich, elevated experience—luxury, speed, and success in motion.
