ENTERTAINMENT-FIRST SOCIAL CHANNEL GROWTH

Mercedes-AMG Petronas F1 turned to AND THE NEW to launch, build and supercharge the presence of their official sim racing team — from zero followers to the most engaged F1 Esports team in the space. We delivered a full-spectrum content strategy: from creator-style YouTube series and branded partner integrations to always-on vertical content for TikTok and Instagram that redefined how a racing team shows up online.

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We handled end-to-end production across hundreds of assets—filming docuseries like Centre Stage at global live events, leading creative and production for high-energy challenges such as the G-Wagon 4x4 and Relay Showdowns, and crafting sleek branded campaigns for partners like SteelSeries. With a clear Gen Z focus, every piece of content was crafted to entertain, showcase talent, and pull new fans into the Mercedes universe through humour, story, and authenticity.

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Whether embedded with the team at race weekends or directing studio shoots, our agile crew shaped content that looked premium, performed natively across platforms, and consistently delivered standout engagement. The result? Over 210,000 new followers, millions of views, a sold-out merch drop, and a sim racing presence that became the gold standard in F1 esports.