There was no brief or detailed objectives, as the idea didn't come from Mercedes-AMG. However, they decided to give us unrestricted access to their teams and let us film not just the good, but also the bad and the ugly. The only objective was to tell the honest story about the development of this car and then try to sell the final product to platforms. There was no guarantee for the outcome.

The idea was to provide the ultimate behind-the-scenes look into what it takes to make a project like this happen. And while it is a story about a car, it is so much more a story about the people involved.

It amplified the brand message by showing that no matter how difficult it got, no matter the set backs or the failures, the tensions between the stakeholders, the entire team refused to give up. They stood by their failure and mistakes and ultimately overcame the obstacles and succeeded.

What was also very important for us to not only show the big bosses and names involved, but the people who actually worked on it and to capture the team spirit.

The strategy was to produce a documentary that we can place on VOD platforms worldwide in order to reach a broad audience beyond the motorsport and car community that not only provides an insight into the development of this unique car but also tells the story of the people behind the scenes, their work, processes, struggles and ultimately success.

The placement on VOD platforms provides a unique Media and Image value not only for Mercedes-AMG but the entire Mercedes Group.

So far it the documentary has been placed on Amazon Prime, iTunes and Google TV in over 60 countries with more platforms and territories to follow in 2024. The campaign for the release of the documentary reached 15 Million people across several channels, including Mercedes-AMG, Mercedes-AMG Motorsports, David Coulthard, Victoria Swarovski, Susie Wolff etc.

Platforms, distributors and viewers all applauded Mercedes-AMG for having the courage to openly show the entire process incl. problems and failures.