Reebok ‘Secret Lewis Teaser’
Agency - M&C Saatchi Sports and Entertainment / Pulse Films

Role - Creative / Director

I worked as Creative and Director on Reebok’s ARG campaign ‘secretlewis.com' starring F1 superstar Lewis Hamilton. Under a partnership of M&C Saatchi Sports and Entertainment and Pulse Films, I concepted a spectrum of different short form film content to run in tandem with an online ARG gaming experience. The content included episodic adventures of Lewis Hamilton as an undercover agent assisted by his tech expert sidekick Anna played by Gemma Chan.

As is often the case when working with celebrities, the challenge was to make the most of the precious shooting time we had with Mr Hamilton to achieve lots of content to support the ARG game as it rolled out over a number of weeks. The brief was to bring a cinematic edge to the films to heighten the gaming experience, and make the far-fetched premise feel real and immediate.

This teaser edit launched the campaign.