Push Push

Written with screenwriter Alex Russell (The Bear, BEEF), this short film sees Lewis Hamilton open up to a group of teens about the role his closest connections played in helping him overcome his life's biggest obstacles, including relentless bullying and racism as the only Black driver in a predominantly white sport.

The story builds to Lewis' emotional final win with Mercedes, his first in almost 1,000 days.

Reaching Gen Z by showing the unknown side of the most well-known F1 driver

We knew our Gen Z audience would instantly keep scrolling if the film felt scripted or inauthentic. To reach them, we needed to create something genuinely vulnerable and real. But Lewis is famously guarded, so getting him to truly open up was critical to making the entire strategy work.

Bringing Lewis Back to His Roots to Tell His Rawest Story

To do it, we recreated Lewis' childhood karting garage and cast teens who faced struggles like his. In this nostalgic space, Lewis was instantly taken back to his youth, candidly sharing personal stories and private WhatsApp messages from his family and Team Mercedes.

The result felt less like an interview and more like a WhatsApp group chat brought to life, proving the platform's power to foster genuine vulnerability and human connection. The film premiered at a sold-out screening during the F1 race weekend in Austin, featuring a live Q&A with Lewis and activities for fans.