Identity, material production and launch campaign for the new performance wear line by Mercedes AMG.
My role: Concept, Art Direction, Design
AMG Performance Wear isn’t just another clothing brand for car enthusiasts. They are the world’s first real automotive clothing brand that makes you a better driver using high-tech and unique materials. As a racer, every millisecond counts. And these clothes maker every detail count. Something that’s especially important for picky AMG petrol heads, who’s racing hearts are always beating for higher speeds and more intense thrills.
Our goal was to inspire AMG enthusiasts with this new clothing line, thought to enhance and support the driving experience in any condition. The challenge was to communicate the performance mindset of AMG and the tech thinking behind this new performance wear in a seamless way.
To launch the new clothing product line we developed a fresh brand identity, together with a powerful claim: Wear it like you drive it. We created a manifesto that will set the right tone for the communication.
To finally put AMG Performance Wear in pole position we directed the photoshoot and curated the content production for the launch campaign. The material from the photoshoot was used for offline and online advertisement, with a strong focus on social media.
Brand identity study
The manifesto that came to be the soul and guiding star of the brand.
The backbone that lays the foundation for AMG Performance Wear and runs like a red thread throughout all communication.
Photoshoot reference mood board
Examples from the final photo shoot
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