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Everything But Quiet with will.i.am

WHAT:
Mercedes-AMG — Featuring will.i.am

WHEN
2022

WHO:
Script Writer / Developer at Rankin Creative

HOW:

For the launch of the Mercedes-AMG GT 63 S E Performance, a campaign was created to spotlight Mercedes-AMG’s reinvention of hybrid technology through power, design and style. The work brought together creative director Oliver Nowlan and photographer/director Rankin, with bespoke musical collaboration from will.i.am, who wrote and performed a custom track for the campaign.

In the role of Script Writer and Developer, responsibility centred on developing will.i.am’s rap and narrative content to align with the campaign’s tone and strategic intent. The creative approach integrated the bespoke track into the film’s storytelling framework, reinforcing the emotional impact of the vehicle’s performance and character. The resulting work blends cultural energy with automotive precision, using will.i.am’s voice and lyrical perspective to underscore Mercedes-AMG’s cutting-edge hybrid innovation.