Problem
MSI - gaming laptop brand and Mercedes AMG - a luxury race car manufacturer might seem like an odd combination, but they both needed an avenue to expand their brand presence into new audiences.

Solution
We engineered a strategic partnership architecture between MSI and AMG, a multi-level partnership combining sim racing, real world racing, co-developed laptop line and in-depth crossover of brand experiences. We unified the messaging by aligning MSI and AMG’s shared "Engineered Performance" philosophy, our team directed every creative detail—from capturing the visual energy of top level motorsport to the subtle storytelling of product films — resulting in a massive library of content that captured the soul of both brands. 

Result

For MSI, this partnership wasn't just about cool branding; it was a strategic move to prove their hardware can handle more than just games. By aligning with AMG, MSI positioned their laptops as professional-grade tools not dissimilar to AMG’s championship winning racing machines. With 64 million views and fans getting to try the products for themselves, we helped people see that whether you are on the track or at a desk, it’s all about having the best tools for the job.