Adidas ×
Mercedes F1
Product Launch

Overview

Amazon's First-Ever F1 Fan Experience Video

Amazon Fashion & Sports EU secured the exclusive launch of the Adidas × Mercedes F1 licensed merchandise collection, timed to the British Grand Prix weekend (July 4–6). This wasn't a standard product shoot — it was a proof-of-concept for in-house creative delivering at premium agency level, while building a scalable blueprint for future licensed sports content.

The Challenge

Three Brands. One Story.

We had to honour Adidas (performance, innovation, athlete empowerment), Mercedes F1 (precision, luxury, winning mentality), and Amazon (accessible, customer-centric, broad appeal) — simultaneously, across every format and platform. And we had four weeks to do it.

The content needed to work on Prime Video, Instagram, TikTok, LinkedIn, product pages, and sponsored ads. Eight-plus distinct touchpoints from a single production investment.

The Approach

One Production. Eight+ Touchpoints.

We built a modular content system anchored by a single premium hero asset — a 30-second narrative film with a full emotional arc. From there, we extracted a 15-second social cut, 5–10 second sponsored ad clips, and e-commerce optimised product-focused versions. Every piece from the same production investment.

The strategy wasn't just cost-efficient — it ensured brand consistency across every platform while allowing each version to be natively optimised for its context.

Impact

Streaming Validated. Blueprint Built.

The hero film became the first Amazon in-house content placed on Prime Video. Adidas confirmed it was the strongest content they'd seen strong enough to consider TV streaming. Amazon EU Sports leadership called it a template for future licensed sports partnerships.

It proved in-house creative can match external agency quality, move faster, cost less, and deliver more.