ROLE: Creative Director

AGENCY: Modern Arts

One of my favorite parts of creative development is finding the story hiding beneath the obvious one.

When we were asked to create a film around George Russell during Miami Grand Prix week, the obvious approach would have been to make something about Formula 1. Instead, we wanted to uncover a side of George that fans had never really seen before.

As we dug into his background, we discovered that George grew up around his family's feed business in rural England and has spoken about wanting to own a farm after racing. That insight completely changed the direction of the project.

Rather than pair him with another Formula 1 driver, we introduced him to NASCAR champion Ryan Blaney, who currently owns a farm in North Carolina. Suddenly, the film wasn't about two racers. It was about two people from completely different worlds who shared an unexpected connection.

We brought them together on the farm of award-winning chef Jeremy Ford just outside Miami during Grand Prix week. Throughout the day, George and Ryan harvested tomatoes, cared for bees, chased chickens, and worked alongside Jeremy to earn the meal they would eventually share together.

Rather than simply appearing as branding, WhatsApp became the engine that drove the experience. Jeremy used the app throughout the day to send George and Ryan voice notes, instructions, and challenges that guided them from one activity to the next.


MY ROLE:

  • Pitch phase:

    • Work alongside the crew at Modern Arts to create and flesh out the concept

    • Write and design decks for each phase of the concept

    • Presented the creative through the various phases of the pitch

  • Execution phase:

    • Led agency creative throughout production.

    • Worked closely with the director, production company, and client to ensure the creative vision carried through every stage of production.

    • Oversaw post-production across the hero film and social campaign.


TEAM:

  • Client: WhatsApp, Mercedes AMG-PETRNONAS

  • Agency: Modern Arts (Brooke Stites, Zac Ryder, Adam Groves)

  • Creative: Jay Lledo, Lauren Bruno

  • Account Director: Megan Poole

  • Producer: Diana Frame

  • Production Company: Wavelength

  • Director: Milos Balac

  • Editor: John McSwain, Mike Wallace

 

TRAILER:

 

FILM:

 

SOCIAL EDIT: