IWC Schaffhausen and George Russell.
IWC brought George Russell to Montréal for Grand Prix week, with the AMG Petronas show car on the boutique floor. Briefed against the brand's own Miami edition, approved through Mercedes, and into IWC's Friday press release. Photo and video shipped within 12 hours.- Engagement
- Campaign Creative Direction & Production
- Services
- Creative Direction, Photography, Film
- Sector
- Sports & Culture
- Years
- 2026
The Week
A driver, a show car and a Friday press release.
IWC Schaffhausen brought George Russell to Montréal for Grand Prix week, with the AMG Petronas show car on the boutique floor.
The Standard
Briefed against the maison's own Miami edition, down to the reference frames.
The recap film and the first photo set went to Mercedes for review, and IWC's press release went out on the Friday. We shot the watches as objects in boutique light and the driver with the car behind him. He delivered one line straight to camera in Québécois.
Photo and video shipped within twelve hours.
12 hours
from the boutique floor to a Mercedes-approved set and the brand's press release
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