G42 X MERCEDES F1 STARRING KIMI ANTONELLI / SUMMER 2025

The sequel to our 2024 campaign starring Lewis Hamilton had a different audience and a different tone: whereas Lewis is a more mature ambassador of social causes, Kimi was a mere 18 years old when we wrote and created this ad (and already one of the youngest F1 podium finishers).

“The Dreamer” script heralded Kimi as a member of the new generation emerging into adulthood alongside a world full of new AI technology, and welcoming its ability to make life better (when used responsibly, as is the G42 mantra). Once again, the visuals embraced the rapid evolution of artistic AI image generation, but - rather than containing the imagery in a screen as we had with Lewis Hamilton - this time, we made AI manifest and incarnate - not in code, but in light and motion. The AI imagery was conjured for real on set using layered holograms, a technical challenge, and within that world we placed Kimi…

Free of the constraints of storyboarding, the BTS is half the campaign, and pleasingly free to roam and reveal the magic of an alarmingly complex production.

Made with our self-declared 'creatively entangled', brilliant collaborator Alex Brunori, SVP of Brand Experience at G42

Director/writer: Mike Christie
Co-director/editor: Nicholas Dunn
Producer: Louis Figgis
AI visuals: Seed Studio AI
DP: Miguel Carmenes
BTS DP: Claudiu Voicu