Goal: AMG Mercedes Benz wanted to bring in a millennial audience by integrating Mercedes Benz into big wave surfing culture. Use Garrett McNamara, professional big wave surfer, world record holder, and Mercedes Benz brand ambassador, to legitimize Mercedes Benz in surf culture.
Result: Our team developed developed a powerful culture around AMG Mercedes Benz and big wave surfing by implementing a 3 part strategy; creating future-proof branded content with the award-winning production company The Go Big Project, creating and implementing Portugal's first big wave surfing competition that included international athletes, and creating a website and promotional clothing brand surrounding the Red Chargers Brand.
See a writeup on the Mercedes-Benz big wave surfing initiative in Mercedes-Benz magazine here.
Red Chargers, the 60 minute documentary film, was produced in full UHD / HDR, went on to win multiple film festivals, receive wide critical acclaim, and is featured on DirecTV’s premiere UHD channel - one of the first in the world. See the trailer here.
