Lewis Gets Inked

MERCEDES AMG PETRONAS Formula One™ Team driver, Lewis Hamilton, features in Epson’s latest film

Lewis Gets Inked

Three-time FIA Formula OneTM Drivers’ World Champion, Lewis Hamilton stars in a tongue-in-cheek film created with Epson that was released yesterday.

Lewis Gets Inked, which highlights the benefits of the new Ink Tank System printer, is available to watch on Epson’s YouTube channel, and Epson’s website.

The fun, high-action and glossy film is set at the MERCEDES AMG PETRONAS Formula One™ Team’s headquarters. It centres upon an action set-piece where Lewis glides in slow motion through a flurry of paper, before being showered by jets of multi-coloured ink.

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 Ink Tank System 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 Ink Tank System 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.

As Official Team Partner, Epson provides MERCEDES AMG PETRONAS with its expertise in the product areas of inkjet printers, scanners, 3LCD projectors and wearables, including smart glasses. The Lewis Gets Inked Campaign stands in stark contrast to previous collaborations that have reflected the two brands’ relentless pursuit of innovation, global leadership and the creation of high-quality products, in a more serious tone. Epson's use of innovative technology to deliver performance is perfectly aligned with what the reigning FIA Formula One World Champions™ strive to achieve in the sport and this is one example of the team working closely with Epson to showcase an innovation.

Lewis commented: “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.”

Anesca Botha, consumer sales manager, Epson South Africa adds: “Epson wanted to create a film as surprising as its innovative Ink Tank System technology, which has turned the world of printing upside down. Known as brand that represents quality, innovation and performance, we wanted to develop something unexpected, such as this fun, wry, high-action film. The MERCEDES AMG PETRONAS Formula One™ Team has been wonderful to collaborate with on this project. Lewis Hamilton 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 impact of this project.”

About the crew

Epson worked with Citizen Films, with managing director Gretchen Shoring producing the content and Rollo Hollins directing the shoot. The special effects team from Machine Shop were sourced for their specialist expertise and Rina Yang added her unique touch to the project as the director of photography, ensuring the film has a unique and luxurious feel.

About the Ink Tank System printer

The Ink Tank System printers feature a revolutionary design that provides a hassle free and low-cost solution for everyday printing. The innovative ultra-high-capacity Ink Tank System eradicates the need for cartridges, freeing the user from cartridge purchases and replacements. In their place, the ITS printers are bundled with ink bottles, allowing the user to print thousands of pages without interruption or additional costs.

To view the film, please visit: https://youtu.be/QtAlqGX9lm8

To read more about the campaign, please visit: www.epson.eu/lewisgetsinked

For high res imagery and broadcast suitable downloads, please visit: https://mercedes-benz-archive.com/marsF1/login/login.xhtml

For more information on Ink Tank System printers please visit: www.epson.co.za/for-home/ink-tank-system

About Epson

Epson is a global technology leader dedicated to connecting people, things and information with its original efficient, compact and precision technologies. With a lineup that ranges from inkjet printers and digital printing systems to 3LCD projectors, smart glasses, sensing systems and industrial robots, the company is focused on driving innovations and exceeding customer expectations in inkjet, visual communications, wearables and robotics.

Led by the Japan-based Seiko Epson Corporation, the Epson Group comprises more than 67,000 employees in 90 companies around the world, and is proud of its contributions to the communities in which it operates and its ongoing efforts to reduce environmental impacts.


About Epson sub-Saharan Africa

Epson’s operations in sub-Saharan Africa were established in 1997 with headquarters based in Johannesburg, South Africa. Since then, Epson has established a panel of distributors and resellers throughout sub-Saharan Africa who are dedicated to serving Epson’s end-consumers with the highest quality products and levels of support. Epson now manages sales and support in 21 sub-Saharan African countries including South Africa, Botswana, Zimbabwe, Mozambique, Namibia, Swaziland, Lesotho, Zambia, Malawi, Angola, Nigeria, Kenya, Ghana, Tanzania, Uganda, Rwanda, Ethiopia, Southern Sudan, Eritrea, Liberia and Sierra Leone. www.epson.co.za 

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