LEWIS HAMILTON X POLICE

Concept | Development | Press Release

At RANKIN, Police challenged us to put their tenacious attitude in the spotlight by shooting their latest collaboration with six-time Formula 1 World Champion, Lewis Hamilton.

Inspired by Hamilton’s journey to the very apex of his game and building on his personal motto ‘Still I Rise’,  I came up with the concept and developed a narrative that took it to the rooftops. It tells the story of Hamilton, not just as a F1 star, but as a prince of style, the Police frames acting as his crown.

The campaign, which premiered in Italy on the run up to MIDO (the largest international eyewear show), was picked up by the media worldwide. The partnership was announced by Lewis Hamilton on his own social channels, clocking up a staggering cross platform 116.5k likes and 447.1k views.