Case Study: AMG 63 GT PRO CAR LAUNCH
Smoke and mirrors, drones and drifting – the drama of it all when the GT 63 PRO made its debut at Mercedes-Benz World by owning the racetrack in true AMG style
When Team X invited Chameleon to support and execute the UK leg of their global brand activation, we knew we were in for an extraordinary adventure.
The notion that a car launch should rival the spectacle of a Hollywood blockbuster is already well-accepted. However, add in intricate video demands, synchronized drones, a world-class DJ, fireworks illuminating a world heritage site to unveil a luxury car brand, and you’re entering an entirely new realm of complexity and sophistication. This was no ordinary event; it was a dazzling display of innovation and artistry that set a new standard for automotive launches.
With Chameleon Live’s support, Mercedes-Benz, Team X transformed the tarmac into a red carpet extravaganza by showcasing the AMG GT 63 Pro in a jaw-dropping display.
The launch was a visual spectacle—it was a bold physical manifestation of the brand collaboration between Mercedes-Benz and the film production.
The Brief:
To deliver a groundbreaking launch event for the AMG 63 GT Pro at the historic Brooklands Motor Circuit. The event aimed to showcase the latest model of the AMG series through a spectacular reveal, highlighting its superior performance, cutting-edge technology, and luxurious design to media and VIP’s. The venue, Brooklands, added a sense of heritage and prestige, aligning perfectly with the brand’s legacy.
The Concept:
Through a series of experiential activation points, VIP guests experienced the rich heritage of motorsport with cutting-edge automotive innovation; offering an immersive experience that celebrated the past, present, and future of high-performance luxury vehicles. After the intro to the AMG family the GT kick starts and leaves the show cover behind. The AMG drives for one lap on the handling track followed by racing drones with red smoke and fireworks, presenting the car with the first airshow on a racetrack.
The Delivery:
With a very quick turnaround, Chameleon Live created a memorable brand activation from Glam Cam Red Tarmac moment, aerial photography to the first ever smoke & drones air show racing around the AMG 63 GT Pro around the historic track, the drone company was “Skynamic”, with DJ’s and VIP speakers.The first DJ was “Ross Wilson” and then for the main show DJ “The Avener”.
It involved extensive scenic design, power solutions, and meticulous planning for, pyro, drone, cabling, camera & audio installations. The collaborative effort overcame logistical and technical challenges to deliver a polished and memorable event. Directed by Simon Just, with Elisa Rüge and Christan Schuh.
Client Feedback
It was a pleasure to work with all of you! For this extremely short production time you organized a perfect, high qualified team and as already mentioned onsite the result was just perfect. Looking forward to our next event!
Sebastian – Team X
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