Mercedes Benz's Dynamic AMG Campaign with George Russell Showcases its F1 Capabilities

The new C 63 S, one of AMG’s most popular models, enters a new era. It comes with four cylinders, a hybrid drive and electrically assisted exhaust turbocharger instead of the classic V8 motor - a revolutionary and completely new approach to AMG. 

To introduce the new under-the-hood dynamics, antoni teamed up with renowned ANORAK x SOMESUCH director Rollo Jackson, whose roots in music, contemporary UK culture and fashion led him to shoot music videos for artists such as Stormzy, Jamie XX and James Blake as well as commercials. His bold directing style and electric use of colour fit perfectly into the brief – where luxury and emotion take a thrill-ride with power and performance. 

In 'Here’s to the Heart', we follow F1 driver George Russell’s first encounter with the car - a powerful, emotionally charged night drive accompanied - and commentated on - by the 'heart' of the car aka the motor. Both driver and vehicle are intrinsically connected to show off the car’s speed, agility and F1 capabilities – accentuated by VFX liquid metal motifs, the films pacing, the dancing heart’s effortless movements and George’s famous F1 iconography – all intercut for a dynamic, full-throttle film. 

For the music, the goal of the creatives and playdis’ founder/composer Georg von dem Bussche was to both underline the flow of the imagery as well as to underline the classic aspect of the brand. A discoid Moog-Bassline over a 808 kick drum propels us forward while sweeping string synthesizer chords & synth fx reminiscent of early 80s new wave maintain an air of nocturnal mystery. Norwegian born singer EERA - also known for her work with British indie band Public Service Broadcast - delivers the perfect sensual pop sensibility for both vocals and spoken-word Voiceover, resulting in the euphoric yet softly sung chorus line. Here’s to the heart.