SMASHING PRODUCT SALE RECORDS

Through their partnership with the Mercedes-AMG Petronas F1 Esports Team, Sim-Lab partnered with AND THE NEW to create an all-encompassing launch campaign for their most premium sim racing product to date: a fully licensed F1 steering wheel engineered in collaboration with Mercedes. Our role was to produce a suite of bold, high-performance content that would cut through to sim racing fans and convert interest into sales from day one.

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We anchored the launch with a cinematic product film, rigging the wheel in a custom-built studio set and deploying probe lenses for hyper-detailed macro shots that brought out the build quality and craftsmanship. Surrounding this were a series of social-first activations filmed on location at the Mercedes F1 factory: an unboxing with young talent Kimi Antonelli, fun staff reactions comparing the sim wheel to the real thing, and an engineering deep-dive that gave real-world credibility to the product’s design.

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Following our “Inspire, Engage, Convert” process, we built content that moved the audience through every step of the journey—from teaser edits and paid social assets to long-form explainer and website video. The result was Sim-Lab’s biggest single product launch to date, with 53 units sold on launch day alone—more than doubling their monthly target for comparable high-value hardware.