Police Lewis Hamilton SS20

Ambition

Police came to us with a killer, boundary-pushing brief – to shoot their latest collaboration with six-time Formula 1 World Champion, Lewis Hamilton. Inspired by Hamilton’s stratospheric journey to the very apex of his game, we took it to the rooftops.

Solution

Starring designer and style provocateur Lewis in the role of ‘The Prince of the World’ and using his personal motto of ‘Still I Rise’ to build the campaign around, we created slick and stylish visuals to launch the Police x Lewis Hamilton SS20 collection. We built an incredible set in the sky, from scratch, to do justice to this truly epic union – an incredible feat that garnered praise from both the client and talent on the day.

Effectiveness

The campaign, which aired globally in early March, premiered in Italy on 17 February, in the run up to MIDO, the largest international eyewear show. The partnership was announced by Lewis Hamiliton on his own social channels, clocking up a staggering cross platform 116.5k likes and 447.1k views. The media picked this up and ran with it, generating a significant number of articles championing the collaboration.

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