Mercedes-AMG and alegra Motorsports Season Coverage
motorsport
Immerse into the world of embedded brand journalism, where real-time performance becomes engaging narratives. We partnered with Mercedes-AMG, and Alegra Motorsports to capture their 2022 racing season, delivering different types of content to meet diverse client needs. From raw footage for Mercedes’ social media posts to capturing adrenaline-pumping highs and lows of Alegra’s races, our team was at the heart of it all, documenting the electrifying essence of motorsport in real-time.
production team
Agency — Steak+Sizzle
Producer/Brand Journalist — Bonar Bulger
Photographer — Jordan Lenssen
the Brief
Our mission was twofold: to provide Mercedes-AMG with raw footage for their in-house agency to create social media content and to work alongside Alegra Motorsports, documenting their races and performances throughout the season. The demand was for content that relayed emotional narratives of victories and defeats, serving to increase social media following and fan engagement. The challenge was to assemble a lean team capable of delivering high-quality photography and video on the same day, meeting the eagerness of racing audiences for real-time updates. In response to the logistics of the project, we adeptly navigated the complexities of managing license agreements with sanctioning bodies and racetracks while ensuring our equipment could travel and cross borders seamlessly. This strategic management allowed us to focus on capturing and delivering engaging content without disruption, making sure that every high-speed moment and the raw emotion of the race season was documented and shared in real-time.
the SOLUTION
In response to the brief, we assembled a compact but dynamic team led by photographer Jordan Lenssen and videographer Bonar Bulger. Their expertise enabled us to capture captivating images and videos, translating the raw energy of the race into shareable content. Given the emphasis on real-time engagement, we had to prioritize fast editing and same-day content creation.
We successfully provided Mercedes' in-house agency with raw footage, allowing them to curate unique Instagram posts. Concurrently, our dedicated coverage of Alegra’s races helped document their seasonal performance, crafting captivating stories both in images and film. These narratives, filled with peaks of victories and valleys of losses, resonated with fans and helped bolster Alegra’s social media presence.
We tapped into our deep-rooted expertise in managing logistical complications. This included pre-production preparation, acquisition of necessary permits and carnets, and negotiating IMSA licensing agreements, ensuring a ready path for our project execution.
Balance the trophies; the resultant body of work surpassed expectations. The documentary series "Behind the Lens" gave viewers a fresh perspective on motorsport photography, while the quick turnaround of engaging content helped amplify Mercedes and Alegra’s visibility and ignite fan engagement. This case study attests to our facility to multitask, coordinating with different clients and managing several formats, always keeping an eye on the fast-paced, drumming heart of the motorsport world.
behind the lens. brian cleary
Experience the meditative process of Brian Cleary as he photographs Mercedes race cars for 'Behind the Lens'. Each frame captures the quiet intensity of a Daytona evening and the finesse of motorsport photography.
Race Against Time: Daytona Pre-Race Perspectives
This video exemplifies our adaptive, quick-response social media strategy. In response to the active dynamism of the 24 Hours of Daytona, we conducted and swiftly edited interviews with the team's drivers and crew chief. Released on the race day itself, this timely content offered a rare pre-race snapshot, authentically capturing the team's strategy and mindset. It demonstrates our ability to deliver meaningful, engaging content on the same day, effectively leveraging the power of real-time social media engagement.
Mercedes-AMG Power Lap: Daytona Showcase.
Dive into 20 seconds of adrenaline with this electrifying showcase of car-to-car footage featuring three Mercedes-AMG GT3s at Daytona International Speedway. Created for Mercedes-AMG, this clip provides their agency crisp, dynamic content to fuel their storytelling. It's a compact yet potent example of our capability to capture high-energy motor racing moments.
