ABOUT

Concept

Mercedes-AMG Petronas Formula One Team set out to enhance their pit lane hospitality experience by introducing a powerful visual and audio installation that captured the adrenaline, speed, and technical excellence of F1 racing. The goal was to immerse high-profile guests, partners, and VIPs in the spirit of race day before a single wheel turned.

Execution

Blonde was tasked with creating a brand film for a unique 64×9 screen setup—four synced 16×9 panels spanning the hospitality suite. We reimagined a vast archive of Mercedes’ race footage, meticulously cutting and layering sequences to craft a seamless narrative of precision and performance. Equally crucial was the sound design: a bespoke audio bed was developed to cut through the chaotic atmosphere of the pit side environment. The soundtrack was engineered with deep, resonant bass and rhythmic cues that matched the energy of the visuals—designed not just to be heard, but to be felt.

Played live at every Grand Prix across the 2015 season, the installation became an energizing centerpiece, drawing attention and amplifying anticipation as guests arrived.

Results
• Guest Impact: Delivered a memorable sensory experience for Mercedes-AMG’s high-profile guests, sponsors, and stakeholders at each Grand Prix.
• Brand Reinforcement: Cemented Mercedes’ reputation for excellence, innovation, and performance beyond the track.
• Creative Efficiency: Maximized value by repurposing existing assets into a high-end, emotionally charged showcase that captivated global audiences.