Mercedes-AMG x will.i.am’s ‘The Flip’
Miami Design District, FL | March 5, 2022
Design Direction | Brand Identity | Production Oversight | Design/Project Management
Overview: Mercedes-AMG and will.i.am collaborated on a project called "The Flip" during the Formula 1 Grand Prix USA Weekend in Miami. Multi-platinum musician, tech entrepreneur, and philanthropist will.i.am created a one-off WILL.I.AMG flip vehicle, named The Flip, that was designed to promote technology skills for future generations. An exclusive launch event and pop-up shop with custom will.i.am merch kicked off the nighttime event for ‘The Flip’.
Engine Shop Agency handled all creative for the entire launch event including a custom step & repeat, 3D entry letters, custom 2D digital and print assets, décor and furniture.
The Flip was the highlight of the night along with Lewis Hamilton, DJ Khalid, Ludacris and Jamie Foxx who all helped to draw in crowds that drove awareness and funds for two of will.i.am’s important foundations: Mission44 + i.am.angel.
Brand Impact
o 1.5 billion Media Impressions | o 3.8 million Social Media Impressions
o 225,000 Social Media Engagements