THE OPPORTUNITY

Mercedes-Benz AMG, renowned for its high-performance vehicles, was celebrating 50 years of AMG and needed a way to showcase its legacy in a dynamic and engaging way at the iconic Pebble Beach. Rather than simply displaying cars, we saw an opportunity to create an immersive experience that would allow enthusiasts to connect with AMG’s history and innovations firsthand while reinforcing its position as a leader in driving performance.

THE IDEA

We reimagined AMG’s 50th-anniversary celebration as a multi-sensory brand experience. At the center was the Star Lounge, a dynamic space featuring a model car race track inspired by Laguna Seca, an F1 Concept Drivetrain display, and a digital activation where guests could design and take home custom AMG 50 posters.

THE EXECUTION

I led the creative strategy and experience design for the Star Lounge, developing the storytelling framework and overseeing the integration of physical and digital touchpoints. I partnered with designers and tech teams to concept and execute the interactive poster station, which served both as a personalized takeaway and a lead-generation tool. I also directed on-site content capture to extend the experience beyond the event through social and digital channels. By blending heritage and innovation in a cohesive environment, the activation elevated AMG’s brand presence at Pebble Beach and left a lasting impression on both enthusiasts and first-time visitors.