Microsoft × Formula 1 — campaign reel
Instagram ↗04Case Study — Microsoft, 2025
Microsoft × Formula 1
When Microsoft announced its partnership with Mercedes-AMG Petronas Formula 1, we wanted to tell the story of how the team leverages our technology to help give them a winning advantage. Filmed with George Russell for Microsoft's 'Greatness is building' platform, the campaign shows what happens when elite engineering meets elite sport — moving as one when every second counts.
- Role
- GM of Creative
- Discipline
- Integrated Campaign
- Location
- Global
- Duration
- Campaign launch
I. The Challenge
Formula 1 already has a distinct visual language and an intensely engaged audience. The work needed to give Microsoft a credible role in that world — showing how the technology genuinely helps the team find speed, without the partnership feeling like a logo swap. Every second counts in the pit lane and on track, and the story had to prove that Microsoft is part of how Mercedes-AMG Petronas wins.
II. Approach
How we got there.
- 01
Built the campaign on the 'Greatness is building' platform, positioning Microsoft technology as part of the team's winning advantage — the invisible work behind every visible result.
- 02
Filmed with George Russell, letting him and his team tell the story in their own words: how the tech helps them move as one when every second counts.
- 03
Led with a cinematic hero film, then translated the idea into vertical stories shaped for how Formula 1 audiences discover and share culture on social.
Three films · Instagram
From the campaign feed.
III. Execution
A captioned 30-second lead film with George Russell anchors the campaign on the 'Greatness is building' platform, supported by vertical social films from the Mercedes-AMG Petronas garage that extend the story in native formats across the campaign feed.
IV. Results
- Mercedes-AMG Petronas
- Partnership announced and brought to life through film
- George Russell
- Told the story of how the tech helps the team move as one
- 'Greatness is building'
- The Microsoft platform the campaign is built on
- 2 reels
- Vertical social stories extending the launch
V. Credits
- GM of CreativeKatie Walmsley
- ClientMicrosoft
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