We Are AMG was a private owners' lounge created by my friend Amir and a small team of four, including myself. The group was made up of passionate owners of exclusive AMG models, including the C63, C63s, S63s, GTR, SLS, GT63s, and more—showcasing the members' own vehicles. The goal was to create a space where owners could connect and enjoy unique experiences that went beyond the typical car events held in the UK/London area.
My contributions evolved as the group grew:
Phase 1: Founding Stage
Photography & Videography: Produced all visual content (photos, videos, reels) for social media and events.
Social Media Management: Handled posting schedules, captions, and community engagement.
Phase 2: Team Expansion
Viktor’s Arrival: When Viktor joined as the group’s dedicated photographer, I transitioned to focus on:
Videography: Leading video production, editing, and storytelling.
Social Strategy: Curating the content calendar, analyzing engagement, and refining our brand voice.
Collaborative Flexibility: Occasionally assisted with photography for smaller projects or behind-the-scenes shots, ensuring alignment with Viktor’s style.
Beyond Content
Event Design: Brainstormed unique experiences (drives, track days, showcases) with the team.
Feedback Integration: Used member surveys to identify successes, areas for improvement, and future ideas.
Despite our efforts, the group paused due to challenges in scaling unique experiences. However, I’m proud of what we achieved:
Built a tight-knit community of AMG owners through tailored events and dynamic content.
Gained hands-on expertise in cross-functional roles—from content creation to analytics-driven social strategy.
Learned the value of collaboration, feedback, and adaptability in creative projects.
This experience remains a testament to my ability to grow with a team, pivot roles, and deliver under evolving goals.
