www.mikechristie.com /site is work in progress
THE CHOICE
G42 x MERCEDES F1 / 2024
THE CHOICE
BRAND & SCRIPTED
G42 x Mercedes F1 / Summer 2024
As creative lead and director of this piece, the intention was to reflect more deeply than the all too commonplace one-note AI ads, led by bruiser action movie leads:
G42 challenges the AI industry with a thought-provoking film featuring Lewis Hamilton and created in collaboration with the Mercedes-AMG PETRONAS F1 Team. “The Choice” focuses on our responsibility to define how we use AI for the better of generations to come and how we safeguard its development, asking for a responsible approach by pursuing positive outcomes for society.
WRITER/DIRECTOR: MIKE CHRISTIE @mikechristieuk
PRODUCER: LOUIS FIGGIS @louisfiggis
AI ARTIST: SAM FINN @ai.s.a.m
PMS: WILL PARNALL @will_parnall AND ALEX FLOWERS
ORIGINAL SCORE: IAN MASTERSON @ianmasterson
DIRECTOR OF PHOTOGRAPHY: MIGUEL CÁRMENES @miguel.carmenes
FOCUS PULLER: ADAM FOX @_adam.fox_
LOADER: SCARLETT GARDNER @scarlettgardner_
CAMERA TRAINEE: MAX BENT-MARSHALL @maxbmfilm
KEY GRIP: KEVIN FOY
REMOTE HEAD OP: DAN LOBO-PIRES
CRANE GRIP: SIMON WARD
CRANE TECH: STEVE HEDIG
B CAM GRIP: BERTIE WOOD
B CAM FOCUS PULLER: HARRY COLEMAN @hcolemanfilm
1ST ASSISTANT DIRECTOR: MATT LAWSON @mattlawson1stad
ART DIRECTOR: CHRIS MELGRAM
ASSISTANT ART DIRECTOR: GEORGIA WALKER
GAFFER: JONNY BOOMER @jonny.boomer
PROP MASTER: GEORGE CLARK
PROPS: LEO TURNBULL
CARPENTER: CHRIS COX
CARPENTER: GEORGE FRYER
SCENIC: JAMES MANNING
LED SCREEN: @IMAGDISPLAYS
SCREEN TECH LEAD: LUKE WHITTAKER
AV TECH: JAMIE CHALONER
VIDEO PLAYBACK: MICKEY RICHARDS
PLAYBACK ASST.: MAX POWER-RICHARDS
TELEPROMPTER: PETER THOMAS
SOUND RECORDIST: HOWIE NICOL
BOOM OP: RUSSELL KEEFE
DESK OP: EDDIE COOK
SPARK: ANA KRKLJUS @kirklejuice_
SPARK: JERZY GUDJOHNSSON @jerzy_gudjonsson
SPARK: BEN SKYRME @skyrmeben
SPARK TRAINEE: TIMMY BOOMER @timmyboomer_music
DEVELOPMENT AP: MUNGO DODD @mungothedon
DIRECTOR’S ASSISTANT: CANS TAVERNIA
TALENT STAND-IN: JAKE SWAN-WALTERS
RUNNER: FREDDIE GOFFEY
RUNNER: GEORGE WALKER
RUNNER: JACK COKELL
LOCATION: TROUBADOUR BRENT CROSS STUDIOS @troubadourstudios
MEDIC: SHAHNA KIZHERI
ON-SET PHOTOGRAPHY: WOODY RANKIN
FILM EDITOR: NICK DUNN @if.I.dont
POST HOUSE: BUMBLEBEE
POST PRODUCER: HELEN SPODE
HEADS OF POST PRODUCTION: LORENZO CULORA & DOM JAMES
COLOURIST: MATT TURNER @turners_colour
COLOUR HOUSE: NO8 LONDON @no8ldn
COLOUR PRODUCERS: OLLIE IRELAND @ollieireland & MICHAEL IBIKUNLE @ibi1st
SOUND DESIGN & MIX: JEZ SPENCER
PRODUCTION EXECUTIVE, ZINC: CATIA BINGHAM-WALKER
HEADS OF PRODUCTION, ZINC: NICK TODD & CLARE SPARKS
AGENCY: CSM SPORTS & ENTERTAINMENT
AGENCY TEAM: AARON SEARGENT, MATT MCGLINCHEY & JOSHUA GUDGEON
G42 CREATIVE: ALEX BRUNORI & GIACOMO ZIANI
PRODUCTION COMPANY: A @supercollider.global PRODUCTION / A @zinc.media.group COMPANY
