What makes the partnership with Mercedes-AMG PETRONAS F1 Team such a rich creative territory is how embedded the product is to the everyday workings of the organization. The team quite literally “runs on WhatsApp.”
Which makes this one of those stories only WhatsApp could tell.
This film was an opportunity to embody WhatsApp’s brand strategy by highlighting the power of private connections, teamwork, and community through one of the biggest driver changes in F1 history:
Going from the greatest driver of all time to an Italian teenager who (at the time) wasn’t even old enough to get his driver’s license. (You have to be 18 in Italy.)
With unprecedented access to the factory at Brackley, the internal communications of their decision-makers, practice sessions, and even the Antonelli home, our production spanned from the UK, Spain, the Canary Islands and Italy tobring fans closer to the sport they love. Showcasing how it all happened through WhatsApp.
Made in partnership with Mercedes-AMG PETRONAS F1 Team, Radical media, MODERN ARTS and directed by Kyle Thrash.
Lotta hands went into this one. But from concepting, pre-production, a shoot spanning 4 countries, an accelerated post-production timeline and the launch moment – two of those hands were mine.
Watch the full film on Netflix