Amy Kathleen Downes

Creative art direction on this project, and across entire Mercedes AMG account.

Born on the race track, AMG already had a strong reputation for a thrilling drive. Always breaking barriers, they wanted to excite a new generation of hedonistic trendsetters. Bringing the brand an even punchier attitude we dared our audience to get involved with #AreYouAMGReady?

Focusing on how four iconic AMG vehicles offer the key to freedom and rebellion, we created films that universally loved by the gearhead press – even with an electric. The work smashed benchmarks with x2 view-through rates, positive audience interest, and growth in female user registrations – changing the performance luxury game.