Lewis Gets Inked

A revolutionary product deserves an equally innovative and impressive campaign. The pioneering Ink Tank System printer features alongside MERCEDES AMG PETRONAS Formula One™ Team driver Lewis Hamilton, in a surprising and remarkable new film.

Our vision

Three-time FIA Formula One™ Drivers’ World Champion, Lewis Hamilton stars in a tongue-in-cheek film created with Epson. This playful piece of content has been created in collaboration with the MERCEDES AMG PETRONAS Formula One™ Team to mark the launch of Epson’s ITS printer, and aims to highlight its revolutionary refillable ink tank technology and the huge amount of ink that comes with the printers. The benefits of the ITS printers – high-volume printing without the need to use cartridges - are communicated in a surprising and entertaining way in the irreverent film. It is part of a multichannel content strategy, comprising the main Lewis Gets Inked campaign film and a range of behind the scenes material.

Official Team Partner
Maria Eagling
Director of Marketing, Epson Europe

The innovative Ink Tank System has turned the world of printing upside down, so we wanted to create a film that was equally surprising and memorable.

Epson is known as a brand that represents quality, innovation and performance, so people won’t be expecting a fun, wry and high-action film from us. The MERCEDES AMG PETRONAS Formula One™ Team has been wonderful to collaborate with on this project. Lewis Hamilton has added real charisma, style and fun to the film, and helped us show another side to Epson. This project has been a year in the making and the creative team behind the project have been absolutely fundamental to the success of the impact of this project.

LEWIS HAMILTON
MERCEDES AMG PETRONAS Formula One™ Team

During the course of each season, I get to take part in some pretty interesting projects through our work with the team’s Partners, however I can say with some certainty that this is one of the more unusual! The shoot with Epson for the Ink Tank System printer was a lot of fun; I always enjoy doing something a bit different and going out of my comfort zone. Having 400 litres of ink thrown at me was a new experience, so I just went with it and I think the output’s really cool.

The creative talent

A unique pool of talent has been brought together to create Epson’s new ambitious film. Over forty people shared their expertise on the day including a special effects team, stunt supervisors, a movement specialist, lighting technicians, photographers, and more. The agencies included Citizen Films who produced, directed and shot the film, and Machine Shop, a special effects company specialising in live-action liquid effects.

Browse the gallery to see them working on-set.

Meet the creatives

Find out more about the people working behind the scenes with our full interviews. Discover what they loved about the shoot, how they got started in their dream career and what other interesting projects they’ve been involved with.

Maria Eagling

Maria Eagling

Marketing Director,
Epson Europe

Gretchen Shoring

Gretchen Shoring

Producer

Rollo Hollins

Rollo Hollins

Director

Sean Harland

Sean Harland

SFX Supervisor

Jami Reid-Quarrell

Jami Reid-Quarrell

Movement Specialist

Rina Yang

Rina Yang

Director of Photography

Matthew Ford

Matthew Ford

Photographer

Fun film facts

What goes into making a film? Uncover all the exciting secrets in our infographic.

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Our Ink Tank System printers

The revolutionary Ink Tank System has sold 15 million units¹ worldwide. It’s proved so popular because it provides a hassle-free and low-cost solution for printing. Its radical design features an ultra-high-capacity ink tank system that removes the need for cartridges, freeing you from cartridge purchases and replacements. This new system uses high-volume ink bottles², which are included with the Ink Tank System printer, allowing you to print up to an impressive 11,000 pages in black and colour³. That means you’ll have an extremely low cost per page and your Ink Tank System will print many more pages between refills. Additional high-volume ink bottles can be purchased at a low cost to replenish the Ink Tank System.

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Case studies

Our Ink Tank System printers are used at home and in small businesses because they provide a hassle-free and low-cost solution for printing. Hear what some of our previous customers have to say about their experience.

ITS Printer

Habari Consulting chooses Ink Tank System printers

Habari Consulting Limited is a privately held marketing and advertising agency with experience in various market sectors, channels and marketing disciplines, that specialises in insight-driven marketing solutions both on and offline.

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Finger's restaurant

Renowned artist chooses an Epson Ink Tank System printer to create his masterpieces

Epson ITS printers offer reliable, long-lasting prints, imperative to the longevity of any art piece. South Africa-born artist Jonathan Hindson recently visited his land of birth during a residency at Gallery MOMO, Johannesburg ahead of his exhibition titled “Home.”

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Press access

Find everything you need including our press release, broadcast version of the film and a range of images by clicking here.

Sponsorship

Epson and MERCEDES AMG PETRONAS Formula One team up for the 2016 season

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1 Cumulative global sales of 15 million units in 150 countries and regions, achieved between October 2010 and the financial year of 2015

2 Additional replacement high-volume ink bottles are available

3 Quoted yields are extrapolated based on Epson original methodology from the print simulation of Test Patterns provided in ISO/IEC 24712 with replacement sets of ink. Quoted yields are NOT based on ISO/IEC 24711. Quoted yields may vary depending on the images that you are printing, the paper type that you are using, the frequency of your prints and environmental conditions such as temperature. During the initial printer setup, a certain amount of ink is used to fill the print head's nozzles, therefore the yield of the initial bundled set can be lower.