Approach
Shot vertically for social across NYC, capturing Nigel riding, driving, and interacting with the city in real time, using fast-paced edits and cinematic street moments to connect luxury design with urban culture.

Impact
The campaign positioned AMG beyond luxury features, connecting the vehicle to real culture through Nigel’s story and New York’s creative energy. By activating both creator-led distribution and Mercedes’ social channels, the rollout expanded reach, drove engagement, and strengthened AMG’s relevance within youth and street culture audiences.