INTRODUCING WHAT IT’S LIKE TO DRIVE THE MERCEDES-AMG GT 63
SO AMG




Social media unit lead, campaign integration
C/O team x Berlin
[in collaboration with antoni_garage, TLGG and Tempomedia]

“SO AMG” is Mercedes-AMG’s brand platform. Their mission is to turn the thrill, luxury, technology and performance all the way up. The GT is a pure representation of that. It’s just SO AMG.

My role was to turn a product launch date into a long-lasting online campaign. I did this by leading a social media unit to create enough stories to tell about the GT to make this the biggest launch campaign Mercedes-AMG had done yet. In the end we created something like 200 different assets across basically all digital platforms, including some of the highest performing posts ever on AMG’s instagram account. SO AMG grew into a tagline for the brand and it’s complete range of cars.






Main film:



Social assets: [click to play]

Selection of stills and social media content:




Social campaign for the 2024 range (in addition to the launch vehicle) featuring the Mercedes-AMG PETRONAS Formula 1 team: