As the 2024 F1 season concludes at the Abu Dhabi Grand Prix on Sunday 8 December, the Mercedes-AMG PETRONAS F1 Team is paying tribute to Lewis Hamilton with a heartfelt global campaign. 

Every Dream Needs a Team celebrates the seven-time world champion’s career and his partnership with the F1 team, while also inspiring the next generation of dreamers.

The campaign, created by London-based agency AMV BBDO, features archive footage of Hamilton interspersed with scenes of aspiring young dreamers. 

Directed by Melina Matsoukas and produced by Prettybird, the film is set to Stormzy’s Blinded by Your Grace, Pt 2 and includes original commentary from some of the team’s most memorable moments.

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An outdoor campaign features iconic photography of Hamilton and the Mercedes team, with images displayed on landmarks in Kuala Lumpur, the UK and the US, including Times Square in New York. During the Abu Dhabi race weekend, Hamilton’s car will carry the campaign message along with the names of 150 fans. The farewell film and messages will be shared across Mercedes-AMG PETRONAS F1 Team social channels. 

Team principal CEO Toto Wolff has recorded an open voice note for Hamilton, offering heartfelt parting words and advice. This modern-day equivalent of an open letter will be distributed via WhatsApp, as a nod to the campaign’s emphasis on connection, authenticity and shared memories.

“It’s a celebration of everything we’ve achieved together and a message to the next generation that teamwork is at the heart of every great story,” said Bradley Lord, chief communications officer at Mercedes-AMG PETRONAS F1 Team, while AMV Group executive creative director Laura Rogers described the campaign as “The great opera of life unfolding at 200 miles per hour.”